menu

New Season Of Top Chef Will Include Digital Webisodes

New Season Of Top Chef Will Include Digital Webisodes
Advertising

Toyota sponsors the transmedia campaign to give fans an enhanced viewing experience.

Emma Hutchings
  • 21 september 2011

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.

Top Chef

+#advertising
+#technology
+Advertising
+Automotive
+Bravo
+Entertainment
+mobile
+technology
+Top Chef
+toyota
+transmedia
+tv show
Trending

Jaguar's New Sports Car Has An Integrated Camera To Make Driving More Shareable

Advertising
PSFK MEMBERSHIP


JOIN RETAIL INTELLIGENCE PLATFORM
Get access to retail reports and 20,000 retail insights


LEARN MORE

TREND REPORT


FORECAST 2020
The Consumer Roles That Will Shape Our Future
 

DOWNLOAD NOW

Fitness & Sport Yesterday
Arts & Culture january 18, 2017
No search results found.