Bravo’s Top Chef Just Desserts Wins the Shorty Industry Award for Best Location-Based Marketing
Bravo’s Top Chef Just Desserts was awarded the Shorty Industry Award for Best Location-Based Marketing at the 3rd Annual Shorty Awards on Monday, March 28, 2011 in New York City.
Overview: The cable channel Bravo, which is owned by NBC Universal, was the first entertainment brand to partner with Foursquare, in January 2010, and with the location‐based meal recommendation sharing application Foodspotting, in the fall. The brand worked with digital agency 360i to build buzz around the premiere of the new show Top Chef Just Desserts. More than 80% of Bravo’s viewers have smart phones and are eager to share and discuss content online. The campaign organized a real‐world stunt dubbed “Top Chef Just Desserts Day,” where special food trucks would provide free desserts at partner venues nationwide in key markets. The only way to find out the trucks’ locations was through Twitter. Bravo created a unique one‐day badge on Foursquare for the event that was paired with deals at local dessert shops. Bravo also sponsored a category within the Foodspotting application so participants could easily share their experiences from the day with an active community of foodies.
Impact: Top Chef Just Desserts Day caused “desserts” to become a trending topic on Twitter in six major markets, and resulted in tens of thousands of impressions across mobile social networks. The television premiere enjoyed strong ratings: 1.6 million viewers tuned in during the 11 p.m. slot.
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