To promote tune-in for the season premiere Aug. 19 of Top Chef: Las Vegas on Bravo, Monster Media and Fallon Worldwide cooked up an interactive casino in the storefront of the NBC Experience Store window in Rockefeller Plaza. The campaign, which runs through Aug. 31, uses eight linked LCD walls to feature two interactive slot machines that pedestrians can play by texting on their mobile phones.
As the fall season nears, TV networks are turning to more alternative and out-of-home media to connect with potential viewers and stand out from the inevitable barrage of fall season promotions.
“The goal of the campaign is to increase awareness of the show, drive traffic to the Bravo Web site and encourage users to sign up for Bravo’s mobile club, where members can receive games, show updates and more, on their cell phones,” said John Payne, president of Monster Media.
Once pedestrians engage with the Top Chef display, they receive text messages back, and if lucky enough, receive a message that tells them how to redeem a prize. All texters are entered in a contest to win a grand prize of $5,000 or a trip to the Top Chef kitchen in Las Vegas.
The interactive window also tracks the number of texters and the time of all texts, giving Bravo a measure of the campaign’s effectiveness.
