Creative retail agency .99 and My Kitchen Rules NZ sponsor Genesis Energy have devised a fast-paced online quiz to coincide with the show’s move to Kitchen HQ. The game, called Guess the Ingredients, launched earlier this week, mimics the pressure tests featured on the show, and 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 provide 100% correct answers 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.
“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,” says .99/justONE managing director Ben Goodale.
“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 smartphones 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.”
Guess the Ingredients will run 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.
Guess the Ingredients can be played online at mkrnz.co.nz/play
CREDITS
Agency: 99
Creative Group Head: Chris Long
Art Director: Amy Cattanach
Design: Luke McArthur
TV Producer: Rebecca Richardson
Director: Sigi Spath
Digital Producer: Liz Harvey
Digital Planner: Colin Rebairo
Group Account Director: Rachel Aikin
Account Director: Murray Brock
Account Manager: Anna Hampton
Client: Genesis Energy
General Manager, Marketing: Chris Watney
Brand Manager: Jo Murphy
TVNZ
Project Manager: Jodie Faulder
Digital Producer: Samantha Taylor
Brand Manager: Gary Mulholland
de-construct
Creative Director: Mark Mikloska
Front End Developer: Shayne Liu
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