ITV has developed an online game, called the Bug Chucker Trial, to run on the I'm A Celebrity website, coinciding with the new series airing from Sunday 20 November.
Players will control various animated characters across a jungle, collecting points and the opportunity to win prizes such as a TV, iPod Nano and I'm A Celebrity board games.
Jeremy Rosenberg, online sales manager at ITV Sales, said: "The website attracts around 1m unique users over the show period and for this series we wanted to give our audience something special that would keep them coming back, plus drive traffic to the site for our advertisers through the game's viral potential.
"Tangozebra has come up with a fantastic game which has enabled us to integrate the show's broadcast marketing characters into an entertaining online experience."
The next series of the hit show, hosted by Ant & Dec, will be sponsored once again by First Choice holidays. The company's branding will feature heavily on both the television and online activity.
Tangozebra's Jamie Parker said: "By identifying the potential for integrating offline characters into an addictive online game, ITV is showing the great results that can be achieved when the boundaries between media channels are merged.
"With the growth of broadband, we are seeing the demand for this more and more in the industry."
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