Food Network Iron Chef – Case Study

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Client Background

Food Network LogoClient: Food Network  Agency: PowerPact

Program: King of the Iron Chefs – “Iron Chef” TV show Program Type: Guerilla awareness program, Market Stunts.

Program Overview

Working with our friends at PowerPact, Street Teams USA put together teams in six markets to create excitement for the “Iron Chef” TV show on Food Network. Wearing branded chef’s attire and driving wrapped vehicles, our teams distributed “Iron Chef” premiums such as magnets, coasters glasses and posters, while performing stunts in stadium parking lots, bars and public events/festivals.

Execution

Staff Requirements: Our six Market Managers and staff of samplers (4-7 per event) engaged consumers by performing “fandom” stunts, games of skill and distributing high-quality branded premiums. As part of our recruiting process we only selected promotional people who would be willing to “make a spectacle” of themselves! The guerilla component included our “chefs” spelling out the name of an Iron Chef (SAKAI) on their bare chests in the bleachers of a stadium and getting bars to tune their TVs to the Iron Chef program.

Event Logistics: Our client requested constant communication and extensive program reporting – a Street Teams USA speciality! In addition, our Team Leaders were asked to drive the promotional vehicles 50-100 miles per day to increase the number of show impressions.

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