The Goal - Craft an engaging partnership that drives awareness with our targeted audience through a notable partner within the food and culinary space that celebrates the essence of summer with a perfect pairing of flavors.

The Execution - During a high-stakes episode of MasterChef, contestants were challenged to create a Blue Moon infused dish. Former MasterChef winner and beer aficionado, Grant Gillon, surprised contestants as a special guest judge. Blue Moon also received exposure with visuals of the product and signage throughout the episode.

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 during commercial time across MasterChef Facebook, Instagram handles, and Blue Moon channels to drive excitement and sweepstakes entries.