Category: Best Use of Games, including Sweepstakes, Contests & Prize Draws
Product/Service: TV SERIES
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: FALLON, Minneapolis, USA
Chief Creative Officer: Darren Spiller (Fallon)
Art Director/Copywriter: Marques Gartrell (Fallon)
Executive Producer: Marty Wetherall (Fallon)
Producer: Matthew Polski (Fallon)
Account Executive: Nicole Pomerleau (Fallon)
Account Planner: Diana Knutson (Fallon)
Account Planner: Maura Hagerty (Fallon)
Strategic Planner: Aki Spicer (Fallon)
Production Company: (Monster Media)
Production Company: (CodeMorphic)
Media placement: Outdoor Ambient - NBC Experience Store - 1 August 2009
Media placement: iPhone Application - App Store - 1 August 2009
Media placement: Mobile/SMS - Mobile/SMS - 1 August 2009
Describe the objective of the promotion.
Bravo cable television network was looking for a cutting-edge way to promote the launch of its sixth season of Top Chef, which brought 17 cheftestants to Las Vegas to compete for the title.
Moving into the sixth season of this popular franchise, the Affluencer target audience were more than familiar with the show format and what it has to offer them.
Describe how the promotion developed from concept to implementation
In order to create buzz for the new season, advertising and promotions were challenged with not only driving tune-in for premiere but also creating a fresh sense of excitement and buzz. To do this, communications needed to surprise and engage fans in a personal way that would drive interest as well as enhance participation and loyalty with the Top Chef franchise. The goal was to drive tune-in to the premiere, provide a rewarding experience and invite fans to join the mobile club for an ongoing relationship with the brand.
Describe the success of the promotion with both client and consumer including some quantifiable results
In one months time the window at 30 Rock garnered 3.3 million impression in NYC alone. With every player walking away with Top Chef branded content on their mobile phone.
The iPhone game instantly became as addictive as the show, with fans dedicating over 20 minutes per session, well beyond the 7 minute average for an iPhone game. One month after launch, app users had engaged with well over 100 full days worth of Top Chef content beyond show viewings.
Explain why the method of promotion was most relevant to the product or service
Nothing promises drama and excitement like Las Vegas. We brought the action of Sin City to the Big Apple by turning our outdoor media into a participatory event—installing a mobile-activated, interactive LCD wall casino outside the NBC Experience store at 30 Rockefeller Plaza. The motion activated interactive casino wall used eight linked LCD walls to feature two interactive slot machines that our on-the-go Affluencers could play by texting with their mobile phones. To extend mobile engagement, the iPhone app allowed users to enjoy Top Chef action anywhere at anytime.
The Promo / PR Ad titled TOP CHEF LAS VEGAS SLOTS was done by Fallon advertising agency for product: Tv Series (brand: Bravo) in United States. It was released in the Aug 2009.