The Goal - Craft a partnership that drives awareness with our targeted audience through a notable partner within the food and culinary space.

The Execution - Created and integrated Blue Moon’s portfolio of brands into a high-stakes episode of MasterChef, where contestants were challenged to create a Blue Moon infused dish. The episode featured former MasterChef winner and beer aficionado, Grant Gillon, where he surprised contestants as a special guest judge.

In addition to the linear airing, episodic content was posted to MasterChef’s Instagram and Facebook handles and amplified to targeted audiences.

To extend the partnership, we executed a MasterChef themed Kitchen Makeover sweepstakes and co-branded merchandise, driving additional program awareness. FOX created a custom spot to support the sweepstakes, driving viewers to scan a QR code to get a chance to win a kitchen makeover and co-branded prizes. The custom spot ran on Fox during commercial time throughout the MasterChef episode, across the MasterChef Facebook, Instagram handles, and Blue Moon O&O channels to drive awareness and sweepstakes entries.