JW Marriott partners with MindShift Interactive for digital campaign with MasterChef Australia Judges

For the first time ever, the three Masterchef Judges Gary Mehigan, Matt Preston and George Calombaris came together for an event outside the Masterchef set and needless to say their first time together in India for the World on a Plate Food Carnival. JW Marriott Bengaluru, the official hospitality partner for the Food Carnival, played the perfect host to these esteemed culinary legends. The World on a Plate Food Carnival aimed at showcasing the biggest and best culinary masterpieces from across Bengaluru through pop-up stalls set up perfectly around the premises. 

 

The digital campaign, leveraged through the hashtag #MastersAtJWBlr, conceptualized in partnership with MindShift Interactive amplifies the journey of these reputed MasterChef Australia judges at the JW Marriott Bengaluru for the ‘World on a Plate’ Food Carnival.

 

The aim was to highlight JW Marriott Bengaluru as the official hospitality partner for the Food Carnival. A digital story was told through live coverage across Twitter, Instagram and Facebook through engaging posts, video interviews, boomerang shots and behind-the-scene magic.

 

While the World on a Plate Food Carnival started amidst much pomp and splendor with a traditional Andhra band preparing a dramatic entry for the #MastersAtJWBlr, all the excitement was covered live on Twitter followed by coverage of their Masterclass. While fans were constantly updated on Twitter about the ongoing activities and through the various digital influencers present, a live broadcast through the Fame App further added to excitement on digital.

With the top management of the property expressing their delight on social media, chefs taking interactive boomerang videos to showcase their skills and the #MastersAtJWBlr leveraging their personal social media presence, the Food Carnival saw heavy interactions and cheer from all. The 3-day long Food Carnival had an overall outreach of over 64,295 on Facebook and more than 887,091 on Twitter. Instagram was leveraged as a secondary platform for properties that were present too.

 

Zafar Rais, CEO, MindShift Interactive commented, “This was an exciting opportunity for MindShift to bring alive the digital journey of the Food Carnival through JW Marriott Bengaluru. Our consistent efforts have been towards making it easy for consumers to discover the best in the world from the hospitality industry. Leveraging the association on social media was the apt route to take given the level of engagement the MasterChef Australia Judgets receive online. Compelling content stories leveraged via rich media truly brought about targeted outreach for the Food Carnival and JW Marriott Bengaluru.”

 

Parul Thakur, General Manager, JW Marriott Bengaluru said, “It was a wonderful experience for us to host Bengaluru’s biggest food carnival, World on a Plate at our hotel. I would like to thank Goldrush Entertainment for giving us this opportunity to host this. The event showcased an unforgettable gourmet experience with masterchefs George Colambaris, Matt Preston and Gary Mehigan. Having such ace chefs stay with us, experience and appreciate the culinary offerings we have at the JW Marriott Bengaluru is a great accomplishment for us. I strongly trust that social media is the way forward and MindShift Interactive has outdone themselves in planning and executing this event and making it the huge success it was.”