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:

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in