Bravo Partners with Toyota to Unveil First Fully-Integrated Transmedia Play in Hit Franchise ‘Top Chef’
via press release:
BRAVO PARTNERS WITH TOYOTA TO UNVEIL FIRST EVER
FULLY-INTEGRATED TRANSMEDIA PLAY IN HIT FRANCHISE “TOP CHEF”
Innovative Experience Includes Webisode Series,
Loyalty Rewards Program and Cross-Platform Engagement
NEW YORK – September 19, 2011 – The ninth season of Bravo’s hit franchise, “Top Chef,” brings something new to the kitchen with a cutting-edge transmedia play sponsored exclusively by Toyota, allowing viewers to follow story lines across multiple platforms. Original video content on digital platforms will directly impact the on-air storyline, and only by participating on multiple levels will fans get the whole story. Whether on mobile, web, tablets, social media or on-air, Bravo’s transmedia experience will incorporate a wide-reaching promotional strategy to drive users to engage and experiment with a new form of content storytelling.
“This marks the first time digital elements directly affect the on-air story,” said Lisa Hsia, Executive Vice President, Bravo Digital Media. “We believe this transmedia campaign will deliver a new level of interactivity our fans have never seen before.”
Toyota returns as a sponsor for a ninth season, exclusively partnering on transmedia efforts. Toyota vehicles and messaging are integrated into platform content, with specific models organically woven into the storyline of the web series.
“By partnering with Bravo on this innovative play to deliver more content on more platforms than ever before, we’re able to provide fans an enhanced ‘Top Chef’ experience,” said Dionne Colvin, National Marketing Media Manager, Toyota Motor Sales. “Each platform drives to the next, creating higher engagement, conversation and awareness around the Toyota brand.”
This season, eliminated chef’testants will have a second chance at the “Top Chef” title through a “Top Chef: Last Chance Kitchen” webisode series, hosted by “Top Chef” lead judge and culinary mastermind, Tom Colicchio. Each week, two eliminated chef’testants face-off to compete for the ultimate prize — a chance to return to the show and compete to qualify for the on-air finale. Fans can follow the “Top Chef: Last Chance Kitchen” challenges and vote in each week’s Tweet Battle on BravoTV.com, as well as join in the social conversation on the Tweet Tracker. This exciting new series can be seen on BravoTV.com, m.BravoTV.com, on BravoNow iPhone, iPad and Android apps, as well as Hulu, iTunes, Amazon, VOD, Zune, Playstation and wireless carriers.
Additionally, fervent foodies can score another win for their favorite chef through Bravo’s Live Voting and Loyalty Rewards Program. Fans earn points for their chosen chef’testant by completing challenges across digital platforms, such as voting during “Top Chef” episodes, in weekly polls, reading blogs, watching videos, rating their dishes and sharing on Twitter or Facebook. At the end of the season, the chef’testant who has amassed the most points will earn the coveted title of “Top Chef Fan Favorite” and a special prize.
And the chefs aren’t the only ones taking home prizes. Fans enrolled in the “Top Chef” Loyalty Rewards Program can gain entry into a sweepstakes for a grand prize worthy of a true “Top Chef.” The more fans participate, the more chances they have to win.
“Top Chef: Last Chance Kitchen” will be produced in the “Top Chef” kitchen by Emmy-winning Magical Elves. Dan Cutforth, Jane Lipsitz serve as executive producers.
Bravo is a program service of NBCUniversal Cable Entertainment, a division of NBCUniversal, one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Bravo has been an NBCUniversal cable network since December 2002 and was the first television service dedicated to film and the performing arts when it launched in December 1980. For more information, visit http://www.BravoTV.com. Follow us on Twitter at https://twitter.com/BravoPR.