The new celebrity reality TV show features a host of celebrities putting together a gossip magazine under the editorship of Janet Street-Porter. The magazine will be carried in Emap's own title Closer.
The deal, brokered by OMD Fuse, involves a seven-month campaign titled "The naked truth" with advertorials running in Closer magazine on a monthly basis. Readers will get the chance to win a trip to attend a forthcoming celebrity party, courtesy of Snack A Jacks.
The winners will then feature in the next issue of Closer to report all the behind-the-scenes gossip. The aim of the campaign is to entertain readers with real-life stories exposing how much effort celebrities go to to look their best and reveal the army of people working behind the scenes at celebrity parties.
The hub of the campaign will be a bespoke Naked Truths microsite, where consumers can interact with each other, debate the latest issues and gossip in the celebrity world. As well as being promoted through Closer advertorials, links to the microsite will run from Closer, More, New Woman and radio station Magic's online sites to encourage consumers to click through. The campaign rolls out tomorrow.
Rob Tomalin, head of Emap2, said: "This deal uses the unique Emap2 offering to produce a multi-platform campaign featuring young female consumers that support Snack A Jacks' TV activity in print and online. Closer's tie-up with 'Deadline' magazine meant this campaign was the perfect opportunity for Snack A Jacks to engage further with this audience through the magazine and Emap's online sites."
'Deadline' debuted on ITV2 with 800,000 viewers and an 8.4% audience share in the 11pm time slot on Thursday April 4.
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