How #MasterChefAU delivered a Twitter masterclass

Sunday, 26 July 2015

Aussie TV is heating up this week with the #MasterChefAU Grand Final on @ChannelTen and the launch of two brand new cooking shows - #TheHotplate on @Channel9 and #RestaurantRevo on @Channel7. With all this foodie entertainment on the plate, we highlight some of the best practices from #MasterChefAU to help make your Twitter strategy sizzle!

This year’s #MasterChefAU has been a ratings smash, delivering some of the biggest recent audiences for @ChannelTen, as well being a regular high-ranker on the Nielsen Twitter TV Ratings.

So how did the #MasterChefAU team deliver its most social season yet?

For the first time ever the Top 24 #MasterChefAU contestants were on Twitter sharing their behind-the-scenes insight to the latest drama boiling over on-screen. This meant it was the first season to have all of the talent live-Tweeting each episode, turning every challenge into event television.

They’ve amassed over 65,000 followers collectively since the premiere and with Tweets like these it’s easy to see why:

As always, regular judges Matt Preston (@MattsCravat), George Calombaris (@gcalombaris), and Gary Mehigan (@crispycrackling) were on hand to provide their insight to what was really happening behind-the-scenes.

They also provided backstage previews of what was coming up.

And they even hosted a live-stream during the penultimate episode via Twitter.

More than 30 guest chefs, including Marco Pierre White, Darren Purchese and Rick Stein, live-Tweeted the episodes they featured in and there was also lots of sparkling commentary from past contestants such as including Poh Ling Yeow, Andy Allen, Julie Goodwin and Adam Liaw.

As we know from previous research, live-Tweeting an episode delights viewers and increases the Tweet volume around a show, and helped turn #MasterChefAU into a social sensation.

But as one cookery shows ends, the apron and oven mitts are passed on to two new shows. So, if you’ve enjoyed live-Tweeting food puns these last three months, have no fear: there is much more to sink your teeth into!

Follow @TheHotPlate9 to get a behind-the-scenes look of this new cookery competition from @Channel9. And if you’ll be tuning into @Channel7 give @ResturantRevo a follow for exclusive highlights and behind-the-scenes video via @SnappyTV and Twitter takeovers from the teams and other experts throughout the series.

Both shows start on Tuesday 28th July at 7:30pm - and we can’t wait to see what each has to serve up!