A campaign by Grey is underway to maximise digital engagement, ahead of 10 September launch
Sep 06, 2013 07:21:00 PM | Video | Ayushi Anand Share - 
MasterChef Australia, to be telecast on Star World from 10 September, is pulling all stops to make its presence felt on digital mediafor its fifth season. A digital campaign by Grey is currently underway across Twitter, Facebook and online ‘urban lifestyle guide’ Burrp.com.
For Twitterati, a tweet-up party would be organized in Mumbai on 7 September where people can participate cook-offs, followed by a special screening of MasterChef Season 5’s first episode.
A Facebook app allows users can upload their pictures and their images will appear with an apron. Also on Star World’s Facebook page, a contest is on for fans, with a trip to Australia being up for grabs.
The show has also associated with burrp.com and has come up with an online interaction of live tweets with the hashtags #MChefBoys and #MChefGirls, keeping in line with show’s theme ‘Boys vs. Girls’.
“MasterChef has always been one of the top rated shows and it always creates a buzz,” said Kevin Vaz, business head - English channels, Star Jalsha and Jalsha Movies, Star India. He explained the need for an extensive digital campaign, and said, “The audience that we are trying to reach out to is quite active on these digital forums. These are the people who watch English shows and English movies.”
On the visibility across media for MasterChef Australia, Vaz surmised, “In promotions, we spend the most on-air, which is around 55to 60 per cent. This time we will be using our English portfolios aggressively to promote MasterChef.”
