In order to create buzz for the new season, advertising and promotions were challenged with not only driving tune-in for premiere but also creating a fresh sense of excitement and buzz. To do this, communications needed to surprise and engage fans in a personal way that would drive interest as well as enhance participation and loyalty with the Top Chef franchise. The goal was to drive tune-in to the premiere, provide a rewarding experience and invite fans to join the mobile club for an ongoing relationship with the brand.

In one months time the window at 30 Rock garnered 3.3 million impression in NYC alone. With every player walking away with Top Chef branded content on their mobile phone.The iPhone game instantly became as addictive as the show, with fans dedicating over 20 minutes per session, well beyond the 7 minute average for an iPhone game. One month after launch, app users had engaged with well over 100 full days worth of Top Chef content beyond show viewings.