2011 MOBI Award Winner, Best Mobile/Social Integrated Campaign: Bravo Now, Top Chef
publication date: Aug 24, 2011
Best Mobile/Social Integrated Campaign
Agency: Bravo Emerging Media Brand: Bravo Now - Top Chef Executives Involved in The Campaign: Lisa Hsia, Aimee Viles Campaign Brief: Bravo is a leader in social TV launching a series of marketplace firsts – the first to combine Facebook and Twitter into a social feed, first to create a real-time water cooler second-screen experience, the first to launch a co-viewing companion application with sync’d content for mobile and tablets and the first to create a social media hub driving conversation around shows and talent 24-7. By combining this series of revolutionary firsts into a social TV framework, Bravo paved the way with an all-encompassing social experience that engages fans during live shows as well as before and after. Whether it's showcasing fan’s real-time tweets in on-air or offering in-app exclusive behind-the-scenes producers’ videos or a loyalty rewards program where they can root for their favorite contestants. -- Bravo is now a two-way social TV channel with the fan at its center. For the latest season of Top Chef, Bravo’s most popular, Emmy award-winning show, Bravo used social TV as a tent-pole to drive engagement and on-air viewing. It was Top Chef All Stars, with the favorite chefs from previous seasons coming back to compete to take home the ultimate title of Top Chef. This was a fully Transmedia play – with the storytelling being driven across multiple platforms and rewards and sponsorship integrated throughout. The components included: Companion Viewing: Bravo Now -- a first-of-its-kind second screen app for mobile and tablets pushed companion content sync’d to the program while concurrently encouraging fans to engage with Bravo’lebrities and other fans using Facebook and Twitter. Synchronized content included access to Top Chef finale parties in New York, Chicago and LA, producer video clips talking about what happened during filming, Chef’testants’ thoughts while they were preparing their final meals, and share features for comments, videos and photos of the best moments from throughout the night. Hundreds of thousands of fans have downloaded the app and spend over 23 minutes with content per visit. Real-time water cooler: Bravo Talk Bubble was first to combine Twitter and Facebook in a social feed for the second screen. This was a real-time water cooler that drove live viewing; research showed it drove the on-air rating by 10%. Fans are invited to join the Talk Bubble Party through on-air calls to action in show prompting them to follow Tom, Padma and the Chef’testants as they tweeted their thoughts during the show plus fans voiced their own opinion via Twitter and Facebook. Selected viewer comments were displayed live, on-air during 20 second “Tweet Spots” which displayed the funniest, craziest, or wittiest comments fans posted during the live event. Fans could also track the highs and lows of each finalist Chef’testant in our sentiment meter – a fun, real time visual graph of how the audience was feeling about each of the finalists last performance. Social media hub: @bravotv captures the conversation around shows 24-7. A complement to the live-viewing efforts, @bravotv used a twitter tracker to follow the tweets from and around talent and shows and combined it with specially designed tools to instigate participation. The Tweet Battles encouraged one-on-one challenges on topics such as which chefs were better – Season 1 with Marcel or Season 7 with Tiffany? Just Saying encouraged live participation by pushing hash tags such as #topchefpredictions into the conversation and encouraging fans to fill in the rest. Fan Rewards: To drive engagement, fans were rewarded by going online or to Facebook to join teams rooting for their favorite Chef’testant. Online fans could earn points for their favorite Chef’testant’s team by watching videos, playing games or catching up with the latest blogs. On Facebook fans shared who was in the lead and challenged other Facebook friends and fans to keep their Chef’testant top of the leaderboard. During a special two weeks, fans also voted during the show to earn their favorite Cheftestant $10k and title of Fan Favorite, announced live in the finale by Andy Cohen. Bravo has been a pioneer in Social TV. It has created key social tools –Bravo Now, Bravo’s Talk Bubble, @bravotv – that have paved the way facilitating real-time connections between fans and the shows and personalities they care about. And, they've driven triple and double-digit growth across key metrics on all platforms. We like to say that in Bravo’s digital sphere – our users lead and we are just tapping into their behavior. |
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