The Real Genius of Love Island Is Its Money-Making App

Wired | 1/22/2020 | Alex Lee, WIRED UK
Click For Photo: https://media.wired.com/photos/5e2762a528c08c00089a5e98/191:100/w_1280,c_limit/Cul-loveisland-1160118220.jpg

Love Island—the reality show stuffed with six-packs, sunscreen, fake tans, and pearly white teeth—is back!

This story originally appeared on WIRED UK.

Series - Screens - Winter - Edition - Sunday

The series, which returned to screens for a winter edition last Sunday, has been a smash hit, crossing international borders and being referenced on other shows including Orange is the New Black and Euphoria.

But there’s an aspect to the show’s success that no one is talking about—Love Island has been revolutionizing the television business through its money-making app.

Love - Island - Fan - Companion - App

Since 2017, the Love Island fan companion app has generated over £12 million in sales, with fans purchasing over 650,000 personalized water bottles—the same ones you see Love Islanders slurping on during each episode.

The app has also cleverly tapped in to the show’s fashion-focused audience. It allows viewers to instantly buy the clothes they’ve seen onscreen immediately after watching the episode. In 2018, Love Island’s fashion partner Missguided saw sales jump by 40 percent a week during the run of the series. The show’s current partner, I Saw It First, says sales of its clothes were up 67 percent compared with the previous year during the show’s run in summer 2019.

App - Monterosa - ITV - Fan - Companion

The app was developed by UK-based Monterosa, which has also worked on ITV’s other fan companion apps for The X Factor, Britain’s Got Talent, I’m a Celebrity, and Red or Black, as well as on an app for Channel 4’s Million Pound Drop. But the Love Island app has been the company’s biggest surprise win.

“Love Island was just on the cusp of going mainstream, and we had started working with ITV, having made six or seven apps, and we wanted to innovate and derive a bit more value from them,” says Monterosa’s CEO Tom McDonnell.

Series - McDonnell - Team - Christmas - Break

After the 2017 series, McDonnell and his team spent the Christmas break brainstorming ways the company could improve the...
(Excerpt) Read more at: Wired
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