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U.K telecom O2 has just been announced as the official sponsor of ITV’s Love Island, Britain’s buzziest reality TV show. For its top marketer Simon Groves, the deal presents an opportunity to experiment with more “agile and reactive” marketing.
Each year, Love Island plants single people in a luxury villa for two months and asks them compete for the ultimate prize—love (and $60,000 in cash). In 2021, it drew a peak audience of 3.2 million, dominating ratings among the coveted 16 to 34 year-old demographic.
“It’s
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