TOP CHEF LAS VEGAS SLOTS by Fallon Minneapolis for Bravo Tv

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TOP CHEF LAS VEGAS SLOTS

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Industry Business equipment & services, Corporate Image
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency Fallon Minneapolis
Art Director Marques Gartrell
Copywriter Marques Gartrell
Producer Matthew Polski, Marty Wetherall
Account Supervisor Nicole Pomerleau
Released August 2009

Credits & Description

Category: Ambient: Digital Outdoor
Advertiser: BRAVO
Product/Service: TOP CHEF LAS VEGAS
Agency: FALLON
Copywriter: Marques Gartrell
Art Director: Marques Gartrell
Account Manager: Diana Knutson/Maura Hagerty
Account Supervisor: Nicole Pomerleau
Producer: Marty Wetherall/Matthew Polski
Other Credits: Monster Media/Codemorphic
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: FALLON, Minneapolis, USA

Description of Ambient execution
Objective: 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. 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 premiere, provide a rewarding experience and invite fans to join the mobile club for an ongoing relationship with the brand. Relevance: 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. Success: 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.