FOX's MASTERCHEF Teams w/ Tumblr for New Interactive Fan Experience
FOX's hit cooking competition series MASTERCHEF has collaborated with media network Tumblr to bring an interactive experience of the signature MASTERCHEF Mystery Box Challenge to MASTERCHEF fans, via top food bloggers on Tumblr.
Starting with the all-new episode of MASTERCHEF airing tonight (8:00-9:00 PM ET/PT) on FOX, fans will get a chance to see what top food bloggers, or "creators," on Tumblr prepare using Mystery Box-inspired ingredients, which Tumblr provided through culinary delivery service, Plated. Tumblr's creators will be tasked with creating their own impressive dishes using the ingredients, while generating visual Tumblr posts of the process and sharing photos with the online food community. The content will be published on the MASTERCHEF Tumblr page at masterchefonfox.tumblr.com and will also be integrated on the MASTERCHEF show page at www.fox.com/masterchef after the Mystery Box Challenge has been revealed in-show.
Fans of the show are encouraged to participate at home and reimagine their own meals using the Mystery Box ingredients and submit their creations to masterchefonfox.tumblr.com. Follow MASTERCHEF on Tumblr at masterchefonfox.tumblr.com and on Twitter @MASTERCHEFonFOX, and "like" the MASTERCHEF page on Facebook at www.facebook.com/MasterChef.
Throughout the season, MASTERCHEF host and judge Gordon Ramsay and fellow judges Joe Bastianich and Graham Elliot challenge the amateur home cooks to create an impressive dish with unknown ingredients in the Mystery Box Challenge.
With more than 3.8 million users engaged in Tumblr's passionate food community every month, this collaboration with MASTERCHEF marks the first time Tumblr has activated its tastemakers around a reality cooking television show. Tumblr's influential food bloggers and their corresponding audiences offer an unparalleled opportunity for MASTERCHEF to engage recipe lovers, food photographers and food enthusiasts around a key element of the show, the Mystery Box Challenge. Also, the collaboration further expands Tumblr's presence in the entertainment space as a social platform that uniquely reaches a growing consumer audience.
"MASTERCHEF has become more than just a viewing experience," stated host, judge and executive producer Gordon Ramsay. "We want people to have the opportunity to participate in challenges at home, and with their friends and family. A first step for many of you to be able to take on a culinary challenge just like having us in your kitchen!"
"We are most interested in creating content campaigns with entertainment companies that are truly unique to Tumblr, and give our amazing creators the audience they deserve," said Sima Sistani, Tumblr's Director of Media Strategy. "FOX's MASTERCHEF is a perfect partner to offer our passionate Tumblr food creators, because the show celebrates the at-home cook, and our creators are everyday home cooks who also happen to be some of Tumblr's most creative users."
"MASTERCHEF fans and Tumblr food bloggers share a passion for the creativity of food and cooking," added Vivi Zigler, President Shine 360 & Digital, Shine America. "This collaboration allows our fans to join in the creative process with fellow food lovers and share what they create from their own kitchen."
In tonight's all-new episode, the competition livens up when the remaining 18 contestants take on an intimidating Mystery Box Challenge featuring live seafood, including lobsters, clams, mussels and scallops. The winner of The Challenge will have a significant advantage in the next round and determine which classic dessert the remaining contestants will have to prepare in the elimination round, which will end the competition for one MASTERCHEF contestant.
Additional Tumblr at-home Mystery Box Challenges will coincide with the MASTERCHEF Mystery Box-themed episodes airing throughout the season. These upcoming Mystery Box Challenges will feature Alaskan King Salmon, everyday ingredients and luxury ingredients, apples and a family-inspired dish. More content and challenges can be found at masterchefonfox.tumblr.com.
MASTERCHEF is produced by Shine America and One Potato Two Potato and is based on the format created by Franc Roddam and Shine. Shine International handles distribution for the MASTERCHEF format. Elisabeth Murdoch, Eden Gaha, Paul Franklin, Robin Ashbrook, Gordon Ramsay, Adeline Ramage Rooney, Patricia Llewellyn and Ben Adler serve as executive producers.
Tumblr is a media network powered by an army of independent creators and home to an audience of more than 300 million unique visitors. Founded by David Karp in 2007, Tumblr is headquartered in New York City.
Plated delivers ready-to-cook ingredients and chef-designed recipes to your door so that you can create a delicious meal without the hassles of recipe hunting and grocery shopping. All of the fresh, specialty ingredients arrive pre-portioned so that you can relax and enjoy the cooking experience!
About Shine America:
Shine America is the U.S. division of Shine Group, an award-winning global production and distribution organization with 30 production companies across 12 countries. Shine America is a leading television studio that creates inspired and compelling programming including current unscripted series MASTERCHEF (FOX), MasterChef Junior (FOX), "The Biggest Loser" (NBC), "Minute to Win It" (GSN), "The Face" (Oxygen), Riot (FOX), "Restaurant Kickstart" (CNBC) and "Fake-Off" (TruTV). Scripted series include Peabody Award-winning "The Bridge" (FX), as well as upcoming dramas GRACEPOINT (FOX) and "Utopia" (HBO). Shine America incorporates several divisions including unscripted format label Ardaban, which develops and distributes original content to the U.S. marketplace including series "Beat The House" (HGTV) and "The One That Got Away" (TLC). The global Shine 360° division builds brands through the leveraging of its intellectual property and creating integrated marketing opportunities for advertisers. Shine Group's distribution arm, Shine International, distributes Shine America's extensive library of programming and formats to more than 150 countries
About One Potato Two Potato:
Renowned for award-winning original programming, the company produces high-quality TV shows on both sides of the Atlantic, including the smash-hit HOTEL HELL, which was the highest-rated new network show of summer 2012 and whose second season returns to FOX in July; the blockbuster MASTERCHEF and new hit MASTERCHEF JUNIOR, both for FOX; major food competition series "Food Court Wars," the second season of which is currently airing; "Best New Restaurant," a new cable series premiering soon, as well as massive U.K. hit "Gordon Ramsay Behind Bars" and "Gordon Ramsay's Great Escape," for Channel 4; and "My Kitchen," for UKTV's Good Food Channel.