Food Network Promotes Iron Chef America Series Via Contest
Food Network is letting viewers in on the action as part of its new primetime series, Iron Chef America, offering several interactive components and a watch-and-win contest.
Viewers can sign on to Foodnetwork.com to vote on winners and judge chefs based on their originality, performance and plating during the show’s airing. The effort is part of a partnership between the Food Network and GoldPocket Interactive. Consumers can also text-message their votes and receive Iron Chef America updates on their cell phones.
The network’s Web site will also launch a bingo-style game called “Watch and Play” where viewers can fill out an online game card that is tied into to on-air clues. Results will be tabulated during the show, with leaders being announced after each commercial break. The winner will be named on the air at the end of each episode.
In addition, viewers can log on to the Food Network’s mini site at Foodnetwork.com to read weekly episode updates, see exclusive videos and read about chef and challenger statistics. Consumers can also plan an online game where competitors must catch plates and secret ingredients to earn the top score.
The effort is part of a multi-million advertising campaign for the show, which premiered on Sunday.
“This is the largest launch we’ve ever done,” said Lynn Brindell, senior VP-marketing and creative services for Food Network. “We are very excited to see how the marketing campaign plays out.”
Based on the Japanese cult hit, Iron Chef America pits some of the country’s favorite chefs against the show’s own chefs. Each week, chefs challenge Iron Chefs of America: Bobby Flay, Mario Batali and Masaharu Morimoto. The series continues its infamous “secret ingredient” in which chefs race against the clock to prepare as many dishes as they can with the secret ingredient.
That’s not all. In mid-February, Food Network will team up with eBay to host an online charity auction. Autographed items from the show will be up for bid on eBay and could include signed photos and Mario Batali’s orange clogs. Proceeds will benefit America’s Second Harvest— Nation’s Food Bank Network. The auction is expected to last two weeks, Brindell said.
To further promote the show, Food Network is launching its first watch-and-win contest, the Iron Chef America Secret Ingredient Game. Beginning March 14, consumers can pick up a scratch-off game piece at select retail outlets to be determined. If the game piece matches the secret ingredient on Iron Chef America that week, the viewer will win a prize.
The grand prize sends winners and a guest in each participating market on a three-day, two night trip to New York City for a training session in the Food Network kitchens. Each winner will receive a nine-piece stainless steal set of All Clad cookware. First prize winners will receive Iron Chef Battle Gear, including a Boos Block cutting board and an Iron Chef America apron. Winners will be announced in April. Food Network is handling the contest.
TV, radio spots and print support. Snapple, a subsidiary of Cadbury Schwepps, is the presenting sponsor of the series. Episodes of Iron Chef America will air on Sundays at 9 p.m. ET/PT and will be rebroadcast on Wednesdays and Saturdays, at 11 p.m. ET/PT.
