Giant Mystery Box Served Up For Fans, Foodies And Families At Fed Square.

Giant Mystery Box Served Up For Fans, Foodies And Families At Fed Square.

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A giant MasterChef Australia Mystery Box has been served up at Fed Square this weekend with thousands of fans experiencing the distinctive marketing activation in Melbourne.

Developed and designed by Paramount Australia in conjunction with XPO: The Mars Agency, the innovative activation stands 1.5 stories high and has popped-up in one of Australia’s most prominent locations building intrigue and excitement in the lead up to the launch of season 16 tonight.

A photo opportunity in itself, the mega Mystery Box features a huge plasma TV on the exterior showcasing promos for the new season, and inside, fans can pose in the mini MasterChef Australia kitchen, with a photo wall of past winners plus life-sized pics of our four 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 ensuring 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 launched with a photo call of MasterChef Australia’s four judges, Andy Allen, Poh Ling-Yeow, Jean-Christophe Novelli and Sofia Levin, with bespoke content recorded with influencers, and was supported with 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 even a fly over by The Australian Traffic Network chopper.

Andy Allen said: “It was so epic to jump inside the giant Mystery Box in Fed Square. It gives fans a bit of a peek into what it’s like in the MasterChef Australia kitchen, but also celebrates the iconic show’s history with a photo wall of all the past winners. And yes, that includes a little baby-faced Andy Allen!”

Fans were encouraged to share their pics on social using #MasterChefMysteryBox then spin the MasterChef Australia prize wheel to win a prize instantly – a MasterChef Australia recipe book, a Coles voucher, Kyle & Jackie O mechanise from KIIS, or a MasterChef Australia apron that is personalised on the spot at the embroidery station.

The activation culminates tonight with the first episode of MasterChef Australia at 7.30pm on the big screen at Fed Square, with a special intro from Kyle & Jackie O from KIIS, as well as pizza, popcorn and gelato for the audience.

Melburnians are all invited to join the screening after one last visit to the giant Mystery Box, before the activation wraps tonight.

The giant Mystery Box activation has made a big impact on one of the biggest markets this weekend and kept to the theme ‘there is no season like this’, as there has never been a Mystery Box quite like this.

MasterChef Australia.

Premieres Tonight At 7.30pm On 10 And 10 Play.

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Campaign Credits

Paramount Australia:

Head of Marketing, Broadcast & Digital: Andreana Walton

Marketing Engagement Manager: Johanna Vulker

Marketing Manager, Melbourne: Jessie Castle

Head of Publicity: Paula Butler

Senior Publicist: Emma O’Donoghue

Senior Publicist: Tess Fisher

Head of Network Design: Karen Song

Senior Marketing Designer: Michael Fleming

Activation Agency: XPO: The Mars Agency

Client Services Director: Andrew Grubich

Group Account Director: Bec Hall

Producer: Kelly Birch

Art Director: Rita Sterne

Venue: Fed Square

Holly Barbaro: Senior Manager Partnerships and Development

Event Coordinator: Calista Campbell

Radio partner: KIIS Network

Promotions Director: Carlie Millican

Senior Manager – Partnerships & Events – Melissa Wyatt

Event Coordinator: Keeley Tepper

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