MasterChef - Digital Campaign

Network 10 reality TV cooking show MasterChef

Finding the show - Google (1/5)

So you have just watched the show you go online type in 'MasterChef' or 'MasterChef Australia', searching for the site MasterChef Official site is no where to be found. There should of been an SEO/PPC campaign implemented. Using Google Insights you can see the rise in interest in the show. All these searches are now being missed by the main site.



Edit: I think they have been getting into my heads because they now have a Google Advertising/PPC in place for the keywords.

Mainsite (4/5)
The site is actual quite good when you get to it, simple layout, alot of rich content, including behind the scenes footage, catch up television and they have a forum which is humming along with a good numbers of guests. Everything you would expect from a reality show site.


Youtube (1/5)

I would think that Network Ten would have at least sunk $15,000 into this Youtube Advertising deal. You think the least they could of done was named the channel something else instead of 'TenMarketing'?!?!?!

Masterchef fan 'Wingscancer' has been uploading all the episodes onto his Youtube account, this probably could of been done by Masterchef official page.

Facebook Page (3/5)

It looks like they have a fan page, they have actually been quite smart to link up the conversation going between the forum with status updates to the Facebook page. This keeps the conversation going and is also a good way to update people of upcoming episodes.

Bloggers (4/5)

There was a number of cooking bloggers talking about the show (Foodchaser) and theauditions (Grab Your Fork). Host, Sarah Wilson also did an interview with fashion bloggerGirl With A Satchel. MasterChef has also been getting a fair bit of coverage in the Number 1 Australian Television blog TV Tonight with over 10 posts on the show and also Reality Ravings

Bonus - Twitter:

It would be great if they had a twitter stream going onto the main site. As there is a great back channel going on behind this show. Or even just the insights to one of the contestants, they already have Brent Parker Jones and Linda Kowalski who are in the final 20 and is on twitter. They also have an unofficial Twitter channel MasterChefAus, you would hope that they are relaying important information to them. Is this a missed opportunity?


There are some limitations with this analysis, without knowing everything they are doing and what they're goals are? What do you think of this as a concept for blog posts? What information do you think I should include/I have missed in looking at Digital Campaigns?

Case Study - Football Superstar : Running a successful Facebook Page

Last night was the final episode of the Fox8 reality TV show Football Superstars. We looked after the online promotion of this show. One of our tactics was to create an official Facebook Page. We knew their audience used Facebook and that it would be a great way to keep an on going dialogue with these fans.

We found an existing page for Football Superstar, which we took over from a fan from last season. The group had 347 fans. It was amazing how effective the Facebook Advertising was for finding fans of the show. We grew the group to well over 5,400 fans.

It will not win any awards but god damn it was effective with a ridiculously low cost per acquisition rate of 20c.

4. Key Learnings

1. Female Skew
We originally set the advertising to just Male (14-23) but what we found was that the show had a strong female teen audience, who were actually the most vocal online.
Page Demographics
Demogaphics on who was interacting
2. Stars were active
A number of the stars from the show were really active on the page. This was great for fans to feel closer to the show.

3. Facebook Pages still have a few glitches
You cannot create an event that invites everyone from a page to an event, this is a little annoying. However the Status updates get amazing responses and a great upgrade.

4. Some things are out of your control
State of Origin and a Soccer Final on the same night as your finale and launch is going to seriously affect your ratings.

Half-baked rip-off

Original

Brand: Lurpak butter

Agency:Wieden + Kennedy London

The Copy

Brand:Qatar Airways

Agency:Batey Singapore

Brand Review:::Batatee5

Brand: Batatee5

Brand Owner: Batatee5 Creations

Geography: Jordan

Launch Date: 2008-2009

Value Proposition

• Batatee5 is truly engaging brand, it was created by lovers and consumers not by marketing departments to tap into basic mind slots of Cold, Healthy & Fresh nuggets watermelon.
• Users inspire and drive brand presentation.
• User immediate reactions approves / disapprove consumption.

Customer

Batatee5 amazes consumers with innovations and offers new creative ways of serving watermelon.

Supply Chain

A team of branded enthusiast are creating those unique moments with consumers in a welcoming, relaxing and enjoyable experience

Invested the hype and buzz SOUK JARA is making in Amman and fit perfectly in the buildup of the surrounding atmosphere.

Visual

Unique and extremely differentiated & highly supported by natural combination of watermelon RED, Green colors

Image

At this age of a newly launched brand , existence of brand owners is developing high networking impact and recruiting daily brand advocates .

An intervention of an expert in fruit photography & food stylist will add value to brand communications materials.

Growth Potential

Once the business idea formulated out of –only- summer related concept, all indicators are skewed towards creating viable, sustainable brand .

Marketing communications is a key driver for the brand to be developed and elevated, and there is an noticeable evident for the need to combine a brand expert in the business model at this stage ...

Utilizing social media is not yet employed strategically, Facebook page and a fan page is not enough to reach and create business developer word of mouth .

For Batatee5 brand to progress up, I believe the need to look & to be inspired by the below innovative concepts and initiatives.

They could inspire Batatee5 for the brand to benchmark and outperform..

• http://www.pinkberry.com/
• http://www.iceberry.com/
• http://redmango.co.kr/
• http://www.milfrutas.com.br/
• www.tntcakes.com

Giant little puppet girl

Aired:May 7, 2006

Advertising Agency: J Walter Thompson, Sydney, Australia
Aired: June 2009

AdmCom:::YOC

YOC – the Official Year of Creativity – is an initiative launched by AdmCom to dedicate 2008 to the exploration of the infinite potential of creative energy.

“Be the change you want to see in the world”, this is the idea behind YOC_BOX, the first in a series of initiatives launched by AdmCom.

An unusual self promotion tool, YOC_BOX is a box containing 366 ironic, surreal and provocative business cards. Each of the cards, which are personalized with the name of the person they are sent to, carries, in highly original graphics, an impossible profession or an imaginary role that we have all dreamed of, or perhaps, would simply enjoy doing for a day. This everyday object has therefore been destructured and reinvented in order to revolutionize the labels and habits that others see when they look at us or that we ourselves see when we look in the mirror.

The concept behind YOC_BOX is also at the heart of YOC_CLICK, the site at www.yearofcreativity.com where you can view the 366 business cards. All the cards, which can be personalized with your own name and downloaded completely free of charge, are ready for printing. Alternatively you can send them to a friend who can personalize them online.

Soon all visitors to the site will be able to interact by sending their proposals for new, imaginary (but not therefore impossible) jobs, reflections and ideas to YOC_CLICK.

Advertising Agency: Admcom, Bologna, Italy

Released: January 2008

IBM:::Taking tennis up a notch

IBM has worked with Wimbledon as a scoring and statistics partner since 1990, keeping on-site broadcasters, media and tennis fans up to date with the latest scores and statistics.

In order to ensure that tennis fans could access this all-important data on the move, IBM created a suite of mobile applications. The idea was to allow fans to engage with the event whether they are attending in person or sitting in their garden 5,000 miles away.

One application, developed for the T-Mobile G1 phone, features location-aware visualization technology combined with augmented reality. The app acts as a real-time guide and interactive map of the 2009 tournament, also providing up to the second scores. Users can view the tennis courts and Wimbledon grounds through their camera phone and find information about what they are looking at. So by pointing the camera lens towards a court it identifies the court number and displays details about the current and subsequent matches.

A second Twitter application (downloadable at www.wimbledon.org/ibm) enables fans to receive specific Wimbledon real-time ‘tweets’ from a variety sources, including players, commentators and a team of IBM scouts at the event. The Scouts will give first hand accounts about queues, seat availability, taxis, travel information and life match updates.

BRAND:IBM

REGION:Global

DATE:Jun 2009 - Jul 2009

MEDIA CHANNEL

Snickers:::Snacklish

Snickers wanted to refresh its brand with a new direction in its communications that would drive consumers to trial.

In April 2009 the Snickers brand re-introduced the Snickers bar with a marketing campaign that transformed everyday words and phrases into its own language, “Snacklish”. Snickers had a focused out-of-home strategy that would capitalize on the new taglines featuring words in Snacklish.

The OOH strategy built local awareness within key Snickers markets through a variety of targeted media placements and mass reach outdoor formats. The “Snacklish” creative, tailored to each of the 16 US markets, surrounded people through relevant touchpoints via 14 various OOH media such as “Satisflying” billboards in airports, “Snaxi” digital taxi tops and digital billboards that changed creative to match the time of day such as “3 oclockishment” (in honour of the time of day when Snickers is most consumed) and “Get a Degree in Snackanomics” in local market financial districts.

Additional diverse formats leveraging the creative power of the tagline included bulletins, 30-sheets, bus shelters, phone kiosks, bus posters, subway posters, brand trains, taxi tops, urban panels, wild postings, pump toppers, elevator screens, in-office branding and in-store branding. Snickers customized a 3-D LCD digital screen equipped with a unique audiostereosonic process, designed to jump off of the screen and engage passers-by.

The Snickers campaign created a sensation and broke through the media clutter. Brand awareness levels were heightened and Snickers received a substantial amount of press coverage including the NY Times, Mediaweek and on blogs.

BRAND:Snickers

BRAND OWNER:Mars

CATEGORY:Confectionery/ Snacks

REGION:USA

DATE:Apr 2009 - May 2009

AGENCY:MediaCom, Kinetic

MEDIA CHANNEL

Firestone:::thinks pink

Tyre manufacturer Firestone needed to build a relationship with female drivers. Research showed that half of New Zealand’s women make tyre-purchasing decisions themselves, but most feel they are being exploited at the point-of-sale.

An advert by its male-led creative agency tested badly with the female audience Firestone was trying to reach. Instead, it’s female-led media agency suggested delivering action rather than words by the company supporting Breast Cancer Awareness.

Firestone set up a designated website selling pink tyre dust cover caps for $2 each. All proceeds were donated to Breast Cancer Awareness. It decided to begin the campaign in September to avoid its message been lost amongst the many breast cancer sponsorships that run throughout October.

The 10,000 pink dust caps initially ordered by Firestone sold out in just eight days. An additional 20,000 were sourced and sold. In all 30,000 dust cover caps were sold, 25 days before the campaign ended. In total Firestone raise $63,950 for Breast Cancer Awareness and raised the profile of its brand amongst female drivers.

BRAND:Firestone

BRAND OWNER:Bridgestone Ltd New Zealand

CATEGORY:Automotive

REGION:Australia

DATE:Sep 2008 - Oct 2008

AGENCY:Omnicom

MEDIA CHANNEL

Baci Perugina:::Campaigning for a kiss

Nothing says I love you like a box of chocolates. And, as Valentines is the day of love, Baci Peruggia decided to cement its position as one of Italy’s favourite chocolate brands by spinning a timeless tale of love, complete with modern twist.

The plotline is familiar enough – Boy likes girl, Boy asks girl for a kiss, Girl sets boy a task to prove his love. But rather than ziches or jewels, Gaia demands Giovanni gets over 50,000 people to ask her to kiss him before she will consent.

Using social networking channels such as You tube, Facebook and the Perugina community, online groups were set up and viral videos released to capture Italians interest in the story. An interactive outdoor event was also held. Only when people were hooked into the story did Baci Perugina reveal its association.

In just 10 days, 50 000 emails needed were sent to Gaia. Over 25,000 contacts were made on You Tube and there were over 150,000 visitors to the Baci Perugina website. Sales went up 11% and Giovanni’s quest was even talked about on TG1, a major channel in Italy. Most, importantly, though, Giovanni got his kiss.

BRAND:Baci Perugina

BRAND OWNER:Nestle

CATEGORY:Confectionery/ Snacks

REGION:European

DATE:Feb 2009 - Dec 2008

AGENCY:Armando Testa

MEDIA CHANNEL

Zee Aflam:::360 plan to launche in Middle East

Zee Telefilms had established itself as a provider of top quality entertainment with its Hindi language channel for Asians, but it wanted to reach out to the potentially huge audience of Arabs in the Middle east area.

Research showed that Bollywood movies were popular amongst Arabs in the region and that a new Bollywood channel would go down well with locals in Saudi. The main target for Zee Telecoms was Arab females with males, and the rest of the family, secondary.

Using a teaser campaign across newspapers, TV and radio Zee Telecoms ran the slogan – ‘Bollywood in your blood’. A reveal phase then introduced the actual channel – Zee Aflam – to the Saudi public with the strapline ‘Bollywood in Arabic’.

Malls and female salons in particular were the focus of the out-of-home campaign. In malls, promos of Zee Aflam played on a TV whilst a painter created florid murals on a wall behind. Banners were used in female salons to reach the channel’s target demographic.

One month after its launch, Zee Aflam sat 6^th on a chart of the most watched movie channels in the Middle East. Three months after its launch the channel was No. 1 in the chart. After 5 months it was 3^rd, but Zee Aflam had still managed to usurp well-established channels such as Fox Movies in a short space of time.

BRAND:Zee Aflam

BRAND OWNER:Zee Telefimls

CATEGORY:Entertainment

REGION:Middle East

DATE:Jun 2008 - Dec 2007

AGENCY:Universal McCann

MEDIA CHANNEL