Cooked in Africa is a television production company producing reality TV shows, featuring Justin Bonello as host and presenter. Their latest production, which launched in September 2012, is The Ultimate Braai Master, a 13-show series featuring amateur braaiers from around the country vying for the title of SA’s braai king. The strategic challenge was to get a large number of people interested in and involved with a show they had never heard of, in a reality show category overflowing with noise and choice.
Our campaign covered all aspects of the show, generating publicity, outlining the show’s concept, driving potential contestants to the website and Facebook page, and then generating ongoing viewership. We used show-aligned and sponsored media, including print and radio, limited TV, outdoor, digital and social media.
The call to entry campaign generated over 3 500 online entries, with 250 teams going on to compete in the major centres for the 16 places on the show. Facebook provided another excellent platform for interaction, with over 4 000 fans, and growing, ‘liking’ the page and continuing to interact with the brand. The ‘call to view’ campaign was equally effective with show audience exceeding expectation and achieving triple the viewership of Masterchef South Africa, with an average of 620 000 viewers and a high of 900 000 viewers vs. an average of 225 000 for Masterchef. Sponsors – another key audience – have recommitted for season 2 and new contestants are currently being recruited.