Outstanding Creative Achievement In Interactive Media - Enhancement To A Television Program or Series
bravotv.com • Bravo Media and Magical Elves
Everything’s bigger in Texas and for the latest season of Top Chef Bravo launched an ambitious Transmedia experience. The on-air storyline was extended across web, mobile, and social media with a digital video series, Last Chance Kitchen, as the centerpiece. And the results impacted the on-air show. Bravo proved it could transform a once-a-week show into a seven-day event and deliver the most successful digital series of any NBCU network with over eight million views.
All Transmedia elements were specifically designed to drive engagement around both series to push the Top Chef enthusiast from TV to digital/social platforms and back again throughout the week, as well as create discoverable opportunities for the most casual fan.
Starting at the end of each episode, fans were driven to watch Last Chance Kitchen on web, mobile and tablet. Eliminated chefs discovered there was another secret competition on digital platforms only with the ultimate winner earning their way back into a chance at the on-air finale.
Fans began tracking the two competitions – one on-air, one on digital – with the audience growing exponentially week-over-week. By the end of the season, 26% of Top Chef’s on-air viewers were also watching Last Chance Kitchen.
Engagement was driven deeper in a season long Fan Favorite competition. Fans supported their chefs by earning points by voting during the show, engaging across digital platforms, and mixing it up on social media. Chef’testants even took to Twitter to rally fans and boost their weekly point totals.
Social media proved a key mechanic to the storytelling driving usage and amplifying the buzz through Tweet Tracker, Tweet Battles, topical Hash Tags and live social events.
The Top Chef Transmedia layer proved so successful in all key metrics -- it has become a Bravo must-do in the evolution of the TV experience.
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