The best TV shows tap into the social consciousness of the time. Love Island gave us relief in a summer of political turmoil and now whether we want to admit it or not – social media is taking over. So when we had the opportunity to promote Keshet UK’s brand new format for ITV2 Celebrity Showmance, we jumped at the chance.

It’s all social

Following three unlikely celebrity ‘couples’ made up of TOWIE’s Chloe Sims and 5ive pop star Abz Love, socialite Lady Victoria Hervey and footballer Jamie O’Hara, and lastly Hollywood actress Hayley Hasselhoff and Geordie Shore’s Kyle Christie; Celebrity Showmance puts the celebrities’ social personas to the test.

The public was invited to witness the burgeoning ‘relationships’ through the keyhole of social media. Competing to convince their social following that the showmance was true love, the couples on Celebrity Showmance truly capture our nation’s fascination with celebrity relationships.

Who’s in on the secret?

The format has created quite a buzz in the press. Our publicity campaign has already featured in consumer magazines across the board, with coverage in OK, Closer, New Magazine, Radio Times, and TV Times to name a few.

It looks like the social world is getting on board too. On Twitter alone, posts talking about the first episode using #CelebrityShowmance had a reach of more than 19million.

Unlike any other TV game show, the public become unwitting judges as each couples’ chance of winning hinges on the amount of buzz they generate across social media.

It’s been thrilling to let the whole country in on the secret and we can’t wait to keep watching. Tune in to ITV2 on Wednesday at 9pm to see how the showmances unfold.