MasterChef - Digital Campaign

Network 10 reality TV cooking show MasterChef

Finding the show - Google (1/5)

So you have just watched the show you go online type in 'MasterChef' or 'MasterChef Australia', searching for the site MasterChef Official site is no where to be found. There should of been an SEO/PPC campaign implemented. Using Google Insights you can see the rise in interest in the show. All these searches are now being missed by the main site.



Edit: I think they have been getting into my heads because they now have a Google Advertising/PPC in place for the keywords.

Mainsite (4/5)
The site is actual quite good when you get to it, simple layout, alot of rich content, including behind the scenes footage, catch up television and they have a forum which is humming along with a good numbers of guests. Everything you would expect from a reality show site.


Youtube (1/5)

I would think that Network Ten would have at least sunk $15,000 into this Youtube Advertising deal. You think the least they could of done was named the channel something else instead of 'TenMarketing'?!?!?!

Masterchef fan 'Wingscancer' has been uploading all the episodes onto his Youtube account, this probably could of been done by Masterchef official page.

Facebook Page (3/5)

It looks like they have a fan page, they have actually been quite smart to link up the conversation going between the forum with status updates to the Facebook page. This keeps the conversation going and is also a good way to update people of upcoming episodes.

Bloggers (4/5)

There was a number of cooking bloggers talking about the show (Foodchaser) and theauditions (Grab Your Fork). Host, Sarah Wilson also did an interview with fashion bloggerGirl With A Satchel. MasterChef has also been getting a fair bit of coverage in the Number 1 Australian Television blog TV Tonight with over 10 posts on the show and also Reality Ravings

Bonus - Twitter:

It would be great if they had a twitter stream going onto the main site. As there is a great back channel going on behind this show. Or even just the insights to one of the contestants, they already have Brent Parker Jones and Linda Kowalski who are in the final 20 and is on twitter. They also have an unofficial Twitter channel MasterChefAus, you would hope that they are relaying important information to them. Is this a missed opportunity?


There are some limitations with this analysis, without knowing everything they are doing and what they're goals are? What do you think of this as a concept for blog posts? What information do you think I should include/I have missed in looking at Digital Campaigns?