boohoo partners with Made in Chelsea in first sponsorship of a C4 game

Channel 4 has partnered with online fashion retailer boohoo for the first ever sponsorship of a Channel 4 commissioned game.

boohoo's branding will appear throughout the Made in Chelsea game which is available free to download on iOS and Android devices now, coinciding with the return of E4's BAFTA winning TV show tomorrow, Monday, 7th April.

Created for the broadcaster by Brighton-based developer PaperSeven, this second version of the game builds on the success of the Made in Chelsea game launch in October 2013, which saw almost 300,000 downloads and averaged an impressive 4.5 out of 5 stars in Apple's appstore.

The partnership was brokered by Channel 4 Sales' Amy Jenkins and Laura Flynn with TRT Direct's David Swannell.

Commissioned by Channel 4's Games Commissioner Colin Macdonald, the latest version features 3D versions of fifteen of the show's cast, including brand new characters, plus triple the content in the form of new storylines, music and a host of exclusive West London locations.

David Amodio, Digital and Creative Lead, said: "We're thrilled to be offering a new creative marketing solution to advertising partners by opening up sponsorship opportunities around Channel 4's successful games portfolio. boohoo is a great fit for Made in Chelsea's free iTunes chart topping game which will enable them to tap into the show's fashion focussed fans as well as Channel 4's key demographic of 16-34 year olds, so active in the world of gaming”.

Sophie Lockard, Senior Digital Marketing Manager, said: "boohoo is excited to be sponsoring the latest instalment of The Made in Chelsea game. As a pure-play fashion retailer we are always looking for new ways to reach our target consumer and this opportunity has given us a new portal to explore".

The game is available to download here:

  •   For iOS - https://itunes.apple.com/gb/app/made-in-chelsea-the-game/id712246923?mt=8(opens in a new window)

  •   For Android - https://play.google.com/store/apps/details?id=com.channel4.micgame(opens in a new window)

Source: Channel 4