A SPACESHIP that landed in the grounds of Gwrych Castle as part of an I'm A Celeb coin challenge was tied into the core themes of the John Lewis Christmas story ‘Unexpected Guest’.

The Product Placement partnership also featured John Lewis & Partners Christmas decorations as a prize for the campmates to decorate their camp and Kiosk Cledwyn sported a Christmas jumper from the advert.

The 'crashed spaceship' also simultaneously appeared in the popular computer game Fortnite.

Following the launch of a "bespoke" I’m A Celebrity...Get Me Out Of Here! experience in Fortnite Creative, ITV and John Lewis & Partners, further details of the integrated commercial partnership have been unveiled. This is planned by MG OMD which brings the retailer’s Christmas story ‘Unexpected Guest’ to life via a synchronised cross-media event which took place in Fortnite Creative, Outernet London’s Ultra HD screen as well as the programme itself (on Tuesday, December 7).

Luke Price, Co-Founder and Creative Director, Metavision said: “When Metavision first imagined bringing two British cultural icons into Fortnite Creative, thoughts immediately turned to how we tie these worlds together in one unifying event. To have the John Lewis ship land in the deep space screen of Outernet London using Epic Games’ Unreal Engine; appear in the virtual castle inside Fortnite Creative and the ITV programme has made this an unmissable lean-in moment.

"We want to thank The Epic Games Innovation Lab, London and Outernet for being great collaborators; their passion and expertise have made this moment a reality.”

Bhavit Chandrani, Director of Creative & Digital Partnerships, ITV, said: “It was hugely exciting launching the I’m A Celeb experience in Fortnite Creative with John Lewis and this next stage takes the integration to a whole new level. It’s a seminal moment for us at ITV to be working with such incredible partners to launch a synchronised moment across a programme, game and 4D out-of-home all at once and showcases the creativity and scale of opportunity for brands.”

Philip O’Ferrall, CEO and President, Outernet Global said: “Outernet London is immensely proud to be part of such a pioneering campaign along with all the partners. This is one of the very first creatives to appear on our screens ahead of our full launch next year which is hugely exciting. It really shows what Outernet is capable of when you have such a potent mix of brands and media platforms and our world beating technology.”

Claire Pointon, Customer Director at John Lewis, said: “We are excited to continue this innovative and unique campaign with ITV and Metavision. Bringing to life the tale of ‘Unexpected Guest’ for the I’m a Celebrity campmates and viewers is a first for us. We are thrilled to partner with all involved in this campaign and this is real game change in how we can tell our story to our customers and reach a new audience; watching it come to life in programme, appear in the virtual castle in Fortnite Creative and in 4D on Outernet London’s for London shoppers - we are also looking forward to bringing some Christmas cheer to the campmates as they decorate their camp with our decorations."

Players can enter the I’m A Celebrity Castle Trials experience through Fortnite Creative by entering the code 6991-4289-2871 in the Discover tab.

I'm A Celeb continues on ITV and ITV Hub.