The product: My Kitchen Rules a pillar show of the TV2 new season launch
The challenge: Increase show awareness, appointment viewing and of course ratings. Make the Australian show format feel local.
The solution: The Kitchen Mixer App.
Understanding that MKR is as much about the personalities and conflict as it is about the cooking we tapped into the drama of the competition getting at home audiences to invest in the teams by scoring them and making a comment from the couch.
What we did: We integrated live with the show, by asking New Zealand once the other contestants scored to vote in response. This created a feeling of real time dialog and being at the judging table, and encouraged the emerging multiscreen behaviour we are now used to.
The results:
- 26,244 Kitchen mixer app downloads
- 13,000 Facebook fans
- 48% increase in audience TV share*
- 200% increase in On demand views*
*Exceeding all prior MKR season ratings
TV2 My Kitchen Rules Campaign
TV2 Live On Air Pop Ups