The UK import reality show “I’m a Celebrity…Get Me Out of Here!” was launching in the American market, which had already been primed by a plethora of celebrity dramas ranging from cooking kings to drama queens. A cross between Survivor tactics and Idol audience participation, Celebrity had all of the potential to be NBC’s summer smash hit, but only if Americans participated in the game.
SocialRadius honed in on creating blogosphere-based online buzz through the “I’m a Blogger, Get Me Out of Here!” contest blog. Featuring prominent bloggers from entertainment and media verticals, contestants wrote post detailing their experience conducting weekly challenges that were spun off of the show’s jungle theme. The grand prize was a visit to the set of the show, in Costa Rica, to run the official Twitter page with behind-the-scenes tweets from the production. Outreach was also conducted across entertainment, gossip and celebrity fan site verticals that would instantly gravitate to the premise to generate further online buzz.