A MasterChef Australia Mystery Box was served up at Federation Square this weekend with Melbourne fans experiencing the activation ahead of season 16’s premiere tonight.
Developed and designed by Paramount Australia in conjunction with XPO: The Mars Agency, the activation stands 1.5 stories high and popped up to build intrigue and excitement in the lead-up to the launch of season 16.
A photo opportunity in itself, the mega Mystery Box features a plasma TV on the exterior showcasing promos for the new season and inside, fans can pose in a miniature MasterChef Australia kitchen, with a photo wall of past winners plus life-sized pictures of the four brand new judges, and a mini Coles-branded MasterChef Australia pantry.
Andreana Walton, Network 10’s head of marketing – broadcast and digital said: “Serving up the iconic MasterChef Mystery Box in a way that has never been seen before, and watching the joy the experience has brought to fans, has been a career highlight for my team and I.
“We’ve taken a holistic and integrated approach to ensure the experience and all touch points are true to the MasterChef Australia brand, engaging fans in meaningful ways, creating excitement and anticipation for the new season.”
The mega Mystery Box activation was supported by bespoke content recorded with influencers, and social posts on MasterChef Australia and Channel 10 accounts, as well as organic social media reach from fans, a visit by the KIIS 101.1 team, and a fly over by The Australian Traffic Network chopper.
The activation culminates tonight with the first episode of MasterChef Australia at 7.30pm airing on the big screen at Fed Square, with a special intro from Kyle & Jackie O, ahead of their debut on Melbourne airwaves next Monday.
The activation ends tonight upon the conclusion of the first episode.
Season 16 of MasterChef Australia is fronted by new judges Poh Ling Yeow, Sofia Levin, and Jean-Christophe Novelli plus the returning Andy Allen.
Ahead of tonight’s premiere on 10 and 10 Play, network EP and Paramount’s head of non-scripted Sarah Thornton; Endemol Shine’s director of content, Melbourne Marty Benson; and new co-host Levin spoke with Mediaweek about how the new season is changing things up and why it continues to be a hit with audiences.
“MasterChef is much-loved and there is a reason for it. It’s because it’s an incredibly truthful, authentic, and exciting experience for the viewer,” Thornton said.
“And I do think this year, in addition to a spectacular judging panel, we have really exciting contestants who are so memorable.”