As part of the sponsorship deal, viewers will have the chance to win furniture from the Big Brother house via the Gumtree website. Last month Gumtree gave sellers the option to offer their items to CBB, resulting in over 45,000 items made available for the show’s producers, Endemol, to buy. All proceeds from the sale of items will be donated to charity.
Manifest will be managing all media and blogger activity for Gumtree as well as providing creative content to bring the sponsorship deal to life online.
Alex Myers, director at Manifest London said: "Gumtree is a well-loved brand and a clear leader in its market and it’s amazing to be working with them on one of the most integrated sponsorship campaigns I’ve ever seen. Celebrity Big Brother is always one of the biggest UK television events of the year, so we can’t wait to get stuck in. The Big Brother House has always been just as important as the housemates, shaping the programme and providing its own narrative; it’s very exciting to bring that story to life with Gumtree."
Sam Diamond, head of brand and comms at Gumtree added: "We were immediately impressed with Manifest’s infectious energy and enthusiasm for the CBB project. This partnership with Channel 5 and Celebrity Big Brother is a hugely exciting prospect for us, and we want to make a big impact. Manifest share that same ambition, and can combine strategic thinking and big ideas, with precise execution."
The new series of CBB begins on Wednesday.
The account win follows a successful year for Manifest, which saw the agency pick up new briefs from Samsung, Hailo, Durex and the MTV Staying Alive Foundation, Channel 4 and NBC Universal.