The agency will communicate exclusive information to websites and portals to drum up interest in the BBC1 show. Headstream will also target niche blogs, forums and social networking groups as part of its brief.
The new celebrity line-up was announced this week. The show is set to air next month and will include boxing champion Joe Calzaghe, former Eastenders star Natalie Cassidy and the estranged wife of Rolling Stones guitarist Ronnie Wood, Jo.
Headstream will also be encouraging audiences to visit the BBC website to engage with the show. It will feature a new application which lets online viewers interact with the live show by commenting on the performances and sharing emotional responses such as ‘boo', ‘gasp' and ‘wow'.
The activity forms part of the BBC's push to create multiplatform experiences which will heighten the audience's engagement with the show.