The challenge:
Reinforce the Food Network brand by expanding their already
existing social media efforts to attract current Food Network viewers and
increase traffic to the website by new viewers. The Food Network already uses mobile apps, promoted through their website, including recipe applications
and utilizing a Twitter account, capturing interactive foodies and cooking fans. However,
these apps only carry tried and true recipes from Food Network chefs and shows,
ignoring their competition shows. The goal of this campaign will be to add the
on-the-fly recipes from competition shows like Chopped, Sweet Genius and
Cupcake Wars to their already existing recipe app. This part of the app will be called Open The Basket. The app will also add a slot machine component, like
UrbanSpoon’s app, to spin the user a strange combination of mystery ingredients
to try on their own. Since the Food Network
already has a strong community on Twitter, we will use Twitter to
develop hype
around the change. There will be hashtags of #OpenTheBasket, and perhaps
a system of awarding points for every recipes tried that is uploaded from the app onto Twitter, given a photo of
the receipt for the ingredients is provided as proof. The points will be used to eventually buy Chef Bobby Flay cookware.
Who is the target
audience?
The primary target audience includes cooking enthusiasts
with an adventurous spirit, including upper-middle class young women who have
the time and money to spend on quality ingredients, and food bloggers. They are
creative, daring, and proud of their accomplishments. They have smart phones
and tablets, use the Food Network mobile apps, and employ social networking
sites, especially Twitter, to share their adventures in the kitchen.
What does the
audience currently think about the brand or group?
They like the Food Network, and trust it as a quality source
of modern and trendy foods. They enjoy
watching the competition shows, and therefore know the Food Network advocates
originality, but are disappointed by the lack of original recipes on the
website that are born of the competition shows.
What would we like
the target to think and feel?
We would like them to think that the Food Network is
adventurous as well as trendy, teaching foodies and food novices not only how
to imitate a particular chef, but how to feel like confident, creative, and
individual chefs themselves.
Which facts,
evidence, or thoughts will assist in this change of thinking?
Expanding the Food Network’s mobile app will make it
convenient to be original and innovative by making it possible to see recipes
while you are in the grocery store. A revolving slot machine screen will spout
out creative but strange mystery ingredients, sparking the user’s daring and
competitive side. It will also encourage the target audience’s habit of sharing
their new recipes with their followers on Twitter.
What is the brand
essence?
Quality, expertise, creativity.
What is the key
emotion that will build a relationship with the core audience?
The emotion to market is the desire for new and creative experiences
. The mobile app will offer a challenge with the mystery ingredients, but also a
solution for foodies who want to try crazy recipes with some guidance. Connecting
the app to Twitter will also offer foodies the ability to try daring recipes
and share them, which is a point of pride in the food community.
What media will best
facilitate our goal?
An expansion on the Food Network’s current mobile app that offers
both competition show recipes and new ingredients that it dares the viewer to
try, and connects to Twitter. The app can be advertised on the Food Network’s
website, Facebook page, Twitter account, and food blogs.
What are the most
critical elements?
The screen with competition show recipes, the slot machine
screen, and the connection to Twitter are the most important elements.
What is the single
most important takeaway?
The Food Network brand wants you to not only watch their
shows, but try out their recipes, even the crazy ones. It is also an important
takeaway that the app simplifies being daring, and improves the cooking
experience.
What do we want the
audience to do?
We want them to associate the Food Network with taking
chances in life and sharing your experiences with your friends. We want them to
think of the brand as a guide, not only to cooking but to living, and as a
constant supporter of their relationship with food. Thinking this, we want them to use the app and
spread awareness of the brand.
Great idea, and I like how you are building off of an already existing network. You could definitely do a lot with this idea, and it looks like you have some great ideas to start with. I like the competition aspect and think that this will draw people in, especially since there is a prize involved.
ReplyDeleteI also like how you are building off an already existing app. It will appeal to a specific audience that you already have at the palm of your hands. I like how things are fun and the app encourages cooking.
ReplyDeleteI love how specific you are in your campaign write up. You tell us exactly what you're going for and how you're going to get there. I think this is a definitely an idea you should pursue and has great potential to be successful.
ReplyDeleteWe talked about this in class and I think you're on the right track now. The interactivity is something that people will really get into, and the photo sharing aspect is also really appealing. Keep it up.
ReplyDeleteThis seems like a cool idea, but I have a questions regarding one of the elements. What do you mean by "spin the user a strange combination of mystery ingredients"? I think you should make sure that this wouldn't be a liability. I'm not familiar with it on Urbanspoon, and I'm not sure if I understand it entirely, but you don't want people getting sick off of odd combinations and blaming you, legally. Just something to think about.
ReplyDeleteWhen I say strange ingredients, I just mean things that normally don't go together, like cotton candy and beef tongue, nothing that isn't edible. Just clarifying, but I'll remember what you said.
DeleteInteractive would be awesome, people love things they can interact with, especially when it involves things they're interested in as well. I'd definitely roll with this idea.
ReplyDeleteI think this app is awesome! You can try and partner with youtube or any site of that nature to link how-to videos to your app, just in case some users would want a visual to help them cook.
ReplyDeleteI love Cupcake Wars and I think your idea is great. I like your idea of users getting points to receive cookware. It gives it a push for users because people love coupons and free stuff. Go for it!
ReplyDeleteGood idea, i'd say to integrate this app more onto Facebook (rather than just advertising on it). Also, because the Twitter presence is already pretty big/constant it'd be nice to get more presence on facebook. Facebook would allow the users of this app to connect with each other by uploading their crazy recipes and pictures so other fans can easily comment on them and create more conversation (it's just easier to do on facebook rather than twitter).
ReplyDeleteI like the idea of the slot machine.. this would be fun and user friendly. I would totally sit there and do that to find something fun and tasty... also... what if you were to do this same idea but for drinks too.. I know there are already a ton of apps on the iphone for drink ideas and mixers.. but food and drink all on one would be convinient
ReplyDeletei really like this idea. I think people that love to cook would love the idea of having a challenge. I'm a little confused about the point system. How would it benefit the cook? Otherwise I really like the idea.
ReplyDeleteI think this idea is great. I love the 'mystery ingredient' part, that gives that connection to Food Network's shows. I love that you've thought it all the way through to the end all of buying Bobby Flay cookware, you've connected the food network in so many different ways.
ReplyDelete