After successful campaigns with hit shows, The X Factor and I’m A Celebrity...Get Me Out Of Here, ITV has commissioned Edinburgh’s Storm Ideas to enhance engagement with fans of the hit show Dancing On Ice on social networking sites.

Fans on Twitter and Facebook will be able to overlay images depicting their favourite celebrity skaters onto their profile picture, using Storm Ideas’ viral application Twibbon. Users will be encouraged to link back to the ITV website, where they can view and interact with exclusive video content from the show itself, while the programme’s sponsors, Macleans, will also have a presence on the customised Twibbon destination.

X Factor branded profile pictures were seen by more than 1.3 million Twitter users through streams and feeds, while I’m A Celebrity online video views were up 330% on last year.

Bob Thomson, Storm Ideas co-founder, said “Increasingly we’re seeing a real-time, two screen approach to television. Users want to be interacting with programmes while they watch them, and we’re pleased that Twibbon offers people a unique visual approach to consumer engagement. ITV’s recent fortunes aren’t just down to good luck, but a very well conceived marketing plan, one in which social media is playing a more influential part than ever before.”

ITV’s Social Media and Engagement Manager, Ben Ayers, said: "We got a great response to the Twibbons for I'm A Celebrity so we're delighted to be working with Storm Ideas again for Dancing on Ice. As usual we expect the show to generate a lot of web chatter and by allowing fans on Twitter and Facebook to show which of the skaters they're supporting in the competition, Twibbons provide a great talking point."

The programme is due to hit television screens in January 2010, and ITV will be hoping to continue to build on recent impressive ratings into the new year.