My Kitchen Rules has, not coincidentally, been thumping the Block in terms of twitter buzz as well as ratings. BuzzNumbers analysis shows that while the Block has been getting a steady thousand or two tweets every evening, MKR is going from strength to strength, building on a strong Sunday night elimination episode to more than double its buzz on Monday.
There’s plenty of reasons that have been put forward for MKR’s success on social media, including the state vs state format and clearly defined team personality types that provides plenty of reasons for picking sides, the big moment format several times a night as scores are awarded and at a more basic level the increasing interest in food and cooking that has built over the last ten years in Australia as the obsession with all matters real estate and renovation went past its peak.
But are the sponsors of MKR making all that they possibly could out of free to air television’s latest sensation? Are some of them still just thinking about the huge numbers of bums on seats watching their ad or product placement, when they should be thinking how easy it is to get a big proportion of those bums on seats interacting with their brand through the brilliantly designed symbiotic relationship that is MKR plus Social?
While static social campaigns like giveaways, themes and memes run during the program are fine, the best kind of campaign would of course be a flexible and story driven one, responding to the big moments in the show to create a storyline for the brand within the drama of the program.
This kind of campaign obviously takes a lot of planning along with quick thinking and flexibility, but considering the sponsor budgets associated with a program this successful, it’s wasting money not to make the most of this engagement. Never before have marketers been able to segment a show’s audience in real time by their level of engagement and the best marketers will be making the most of that to produce immediate returns for their brand.
Meanwhile, the Block and its sponsors need to be putting their thinking caps on to quickly build some new angles into the show that might stem the tide of chopped chicken and bitchy backhanders that is currently drowning them. They need to build more drama points and some quicker payback for the viewer/tweeter to get excited about every night, and preferably several times a night.
For anyone sponsoring any FTA reality format in the future, having a social media strategy prepared well in advance, and having the skills and flexibility to adapt it to the storyline of the product will be essential.
Richard Spencer, Head of Agency, TwoSocial.
Please login with linkedin to comment
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]
In partnership with storytelling agency Enthral, AFL legend Kevin Sheedy has voiced a ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state, experiencing four lockdowns. Sheedy partnered with Enthral to share a love […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]