Objective: When LimeLife, a wireless content publisher for the women's market, approached Bravo about partnering to create a mobile game for the top-rated cooking competition Top Chef, the network jumped at the chance. "In today's world, it's all about getting your brand out to as many platforms as possible," said Lisa Hsia, SVP of new media at Bravo. The game provides existing fans with a way to get their Top Chef fix in between seasons, while also attracting new "foodies."
Idea: Initially, the launch had been planned for early 2008. However, the December 6 airing of the Top Chef Holiday Special and all-day marathons of the show provided a better option. "It's an instance of marketing opportunities driving the product," said Kristin McDonnell, CEO of LimeLife, which handled the technical side of the launch, including the design and deployment of the game with mobile carriers. CJP Communications, for whom this is the first major project in their relationship with LimeLife, is handling the more traditional media relations work.
Tools: CJP pitched the story to the business press, while LimeLife pitched mobile-gaming and mobile-content bloggers. Bravo launched the competition during the Top Chef Holiday Special and used on-air promos and banners on its Web site to ask viewers to download the game. LimeLife ensured promotion continued on the Bravo WAP site (wireless Web site) and with choice placement on the carrier deck, where the game is also available. "[For] mobile gaming and content bloggers, it was a big deal because it was so integrated," said McDonnell. "Integration with the WAP and Web [are] significant in the mobile world."
Measurement: CJP is measuring their effectiveness through media placements and how the LimeLife message was conveyed.
Company: LimeLife and Bravo
Campaign: Top Chef Challenge mobile game launch
PR team: LimeLife, Bravo, CJP Communications
Other marketing: Bravo TV spots
Launch: December 6, 2007
Budget: Approximately $5,000