Toyota sponsors the transmedia campaign to give fans an enhanced viewing experience.
For the ninth season of Bravo’s culinary franchise Top Chef, transmedia broadcasts sponsored exclusively by Toyota will allow viewers to follow the storylines across multiple platforms. As well as the TV show, original digital content in the form of webisodes will be available on mobile, web and tablets. This wide-reaching promotional strategy is designed to drive viewers to engage and experiment with a new form of content storytelling.
Eliminated “chef’testants” will get a second chance at the Top Chef title through the Top Chef: Last Chance Kitchen webisode series, hosted by Top Chef lead judge Tom Colicchio. Each week, those who have been eliminated from the TV show will compete for a chance to return. The winning contestant out of the digital broadcasts will qualify for the on-air finale. Lisa Hsia, executive vice president for Bravo digital media, said:
You can be a lean-back viewer and enjoy the show, but we have a lot of rabid superfans who can’t get enough and they can get deeper and deeper. This marks the first time digital elements directly affect the on-air story. We believe this transmedia campaign will deliver a new level of interactivity our fans have never seen before.