The ninth season of Bravo’s hit franchise, “Top Chef, brings something new to the kitchen with a cutting-edge transmedia play sponsored exclusively by Toyota, allowing viewers to follow story lines across multiple platforms. Original video content on digital platforms will directly impact the on-air storyline, and only by participating on multiple levels will fans get the whole story. Whether on mobile, web, tablets, social media or on-air, Bravo’s transmedia experience will incorporate a wide-reaching promotional strategy to drive users to engage and experiment with a new form of content storytelling.
“This marks the first time digital elements directly affect the on-air story, said Lisa Hsia, Executive Vice President, Bravo Digital Media. “We believe this transmedia campaign will deliver a new level of interactivity our fans have never seen before.
Toyota returns as a sponsor for a ninth season, exclusively partnering on transmedia efforts. Toyota vehicles and messaging are integrated into platform content, with specific models organically woven into the storyline of the web series.
“By partnering with Bravo on this innovative play to deliver more content on more platforms than ever before, we’re able to provide fans an enhanced Top Chef’ experience, said Dionne Colvin, National Marketing Media Manager, Toyota Motor Sales. “Each platform drives to the next, creating higher engagement, conversation and awareness around the Toyota brand.
This season, eliminated chef’testants will have a second chance at the “Top Chef title through a “Top Chef: Last Chance Kitchen webisode series, hosted by “Top Chef lead judge and culinary mastermind, Tom Colicchio. Each week, two eliminated chef’testants face-off to compete for the ultimate prize — a chance to return to the show and compete to qualify for the on-air finale.
Posted By: Ashley Nicole 9/30/2011
