Genesis Energy fuels New Zealand’s reality TV foodie frenzy with new MKR game via .99
Creative retail agency specialists .99, and show sponsor Genesis Energy, are giving My Kitchen Rules NZ fans a first-hand taste of the drama they can’t get enough of, with the development of a fun and fast-paced online quiz.
The game, called Guess the Ingredients has launched to coincide with the show’s move to Kitchen HQ. Mimicking the infamous pressure tests featured on the show, the game gives viewers the chance to see how well they perform in a race against the clock.
Players are given just 20 seconds to identify (from a shortlist) the correct ingredients and cooking techniques used in recipes recently featured on the show. Only those that get 100% correct are entered into weekly prize draws for top-of-the-range kitchenware products, or the grand prize – an ultimate foodie experience for two in Paris.
Says Ben Goodale, managing director .99 and justONE: “The brief was to give viewers and fans the chance to engage with the show like never before, and we think we’ve delivered on that in spades.
“We’ve worked with TVNZ and de-construct to develop the quiz on a responsive platform, ensuring it works optimally not just on desktop, but on the smart phones and tablets of viewers ‘dual screening’ during the show. Within the first day following its launch, the game was played over 4000 times – so we know MKR fans are loving this extra little bit of kitchen drama already.”
To help keep fans on their toes, Guess the Ingredients will be live until the end of October, with featured recipes updated regularly as the show progresses.
The campaign has launched primarily via a new TVC (screened on-air as well as during TVNZ On Demand playback), and supported through social and digital channels on the TVNZ website and social media pages.
Agency – .99
Chris Long, Creative Group Head
Amy Cattanach, Art Director
Luke McArthur, Design
Rebecca Richardson, TV Producer
Sigi Spath, Director
Liz Harvey, Digital Producer
Colin Rebairo, Digital Planner
Rachel Aikin, Group Account Director
Murray Brock, Account Director
Anna Hampton, Account Manager
Client – Genesis Energy
Chris Watney, General Manager, Marketing
Jo Murphy – Brand Manager
TVNZ
Jodie Faulder – Project Manager
Samantha Taylor – Digital Producer
Gary Mulholland – Brand Manager
de-construct
Mark Mikloska – Creative Director
Shayne Liu – Front End Developer