Mind Orchard works on ITV websites

ITV has appointed Mind Orchard as its interactive partner following a four-way pitch.

The consultancy is now starting work on two sites – for daytime show Loose Women and CITV show Annabel’s Kitchen – both of which will involve video, Flash animation and games.

Both sites will be delivered in the next 12 months and although the consultancy is retained it may have to pitch for some briefs in the future, according to Mind Orchard managing director Aaron D’Aubigny.

The two new sites will offer ‘fun interactive ways to support the shows’, says D’Aubigny.

Three games will feature on the Loose Women site. Loose Words is a puzzle game, Fashion Fix is a ‘personality test with fashion dilemmas thrown in’ and Perfect Day is based on snakes and ladders, but has ‘a set of dilemmas that you might face on your perfect day – where you have to make the correct decisions’, says D’aubigny.

Annabel’s Kitchen will have a dedicated game-focused site that will feature recipes and activities which encourage families to cook together.

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