Web Marketing- Online Activities of MasterChef Australia, X Factor Australia and The Project Blog Entry 4a

MasterChef Australia On Network Ten


 This is a competitive cooking show on channel Ten, based on the original British MasterChef. It is an intense competition between amateur cooks who share a passion for food and deliver some of the finest dishes on the show, competing for some big prizes. The first Australian series aired in 2009, since then the show has received popular reception and its ratings have boomed.

Online marketing activities and Domain

Over the years the show has developed its online marketing activities to target a greater audience and engage its viewers. Initially when the show started, the primary modes of online advertising was display advertising including web banners, search engine marketing and through social media which only included Facebook and Twitter at that time. However now it has extended the social media platforms it uses which will be discussed later and the website has more interactive features to engage it viewers.


The domain name for MasterChef Australia is shown above, however every country that runs Master Chef, has a website with a different domain.


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As a food show, MasterChef has highly appealing web content, depicts enticing images of food among many other things and videos of the shows episodes, master classes and other feature videos including show highlights, tours of the MasterChef house etc. To enhance the user experience other types of content on the site includes information about the show, Recipes, Food Hub, Trivia page, and social a page where people can interact with each other and the various MasterChef social media activities of people are featured in one place.



The site links users to the sites of other shows on Channel 10, other networks and the Channel 10 app, through web advertisements.



There is a community presence within the site, though a Food Hub where past contestants can share their food blogs on the site. Also there is a MasterChef Garden section in the Hub, which features garden articles that offer tips and advice for various topics on the Garden. There is a Wine guide and MasterChef  Loves section, which includes unique articles about food for all food lovers. A sense of community is also present as viewers can interact with judges and contestants via their respective social network pages.



Through the shows social network platforms including Facebook, Twitter, Pinterest, Instagram and Beamly, people can stay connected with MasterChef. The site also offers an online discussion room, where visitors can engage in conversation. Visitors can also subscribe to Tenplay to watch shows on the app or online.

Cross Promotion

As Coles is one of MasterChef’s major sponsor’s, it cross promotes the Coles brand through the recipes present on the site. Some ingredients on the recipes is only available at Coles and it mentions that next to the ingredient itself ‘available at Coles’. Also guest Chefs that appear on the show, have their exclusive line of food only available at Coles.

X-Factor Australia – Seven Network


X Factor Australia is a reality music competition that first aired in Australia in 2005 on Network Ten. The show is the Australian version of the X Factor competition franchise, based on the original UK series created by Simon Cowell. In 2005 the show received poor ratings, as a result was dropped by the Network. However in 2010 the show was revived and relaunched on the Seven Network that won broadcasting rights against the Nine Network.  Several production factors of the show have been improved; initially the setting of the show was an ‘audition room’ where contestants sang in front of the judges, now it is an arena. The judging panel has also been replaced couple of times.

Online Marketing Activities and Domain

After the relaunch, the show’s online marketing activities have also been enhanced by more effectively communicating with the audience through social media and by having a community presence.


The domain for X-Factor Australia is shown above, however every country that is part of the franchise, has a website with a different domain.



The X factor Australia site is part of the Yahoo Seven parent site. The content of the Home page is very eye catching and busy. It features latest episodes, sponsor advertisements, show timings, behind the scenes videos, show highlights, finalists section, about the judges and Production Company, communication mediums. Other types of content on the site include a section that has full episodes that are available for 28 days, Clips that features outstanding performances, behind the scenes footage, video diaries, latest News about the show, Music section that includes group performances by top contestants of each week, X factor Radio, Backstage and Fan factor pages.



The site links visitors to the sites of the shows sponsors including Olay, McDonalds, Holden, and Optus. There are also links on the site that connects visitors to other services offered by yahoo 7, including TV guide, Show Casting sites, Travel, dating etc.



X Factor Australia has a strong community presence, through its social networking pages including Facebook (806,716 likes), Instagram (64,711 followers), Twitter (242,000 followers) and on Tumblr. Through these platforms visitors can interact with each other, share their opinions and thoughts, provide feedback, and engage with the show by sharing videos and pictures and stay connected.



The website enables site to user communication by encouraging its audience to download the X Factor Australia App, it allows users to keep updated about judges, contestants through social news feed, view latest episodes. It also enables music downloads of latest songs performed by top contestants on live shows. There is user to site communication through a Fan factor section on the show’s site; it wants people to feel part of the show (interrelated with the community factor) by providing them an all access virtual pass to the world of X-factor (Fan Factor- Plus 7). Fans can provide suggestions; share their thoughts, opinions, musings and what they love about the show and use hashtag #fanfactor. The show assures fans that they will be heard.  The social media platforms are also used as a two way communication medium.

Cross Promotion


There is a Win menu on the site which features promotional competitions run by Sponsors in conjunction with the X Factor, clicking on any of the competitions leads the visitor to the associated sponsors promotion page. Example Olay is offering VIP tickets for the X Factor Finale and a personal styling session.

The Project- Network Ten


The Project is an Australian news and Current Affair TV program, with a satirical twist. It is hosted by Carrie Bickmore and Peter Helliar, with rotating guest panellists daily. The panel converse about the latest news from around the world, share their opinion, the public’s thoughts, essentially they just ‘dissect, digest and reconstitute each days’ news’ (The Project, 2014).

Online Marketing Activities and Domain

The show’s online marketing activities are straight forward and user friendly. It uses a Content Marketing approach, as it provides content relevant to the show, valuable to viewers and is consistently updated (CMI, 2014), to enhance the visitor experience on the site.


As the show is part of Network Ten, the domain of the show includes the network domain with the show name as an extension.



The Project’s website, similarly to the other shows analysed, is part of the network that broadcasts it, i.e the Ten Network site. The content of the Home Page is simple and appealing with an organised layout. It consists of a snapshot of the show’s latest episodes, top stories, and an advertisement of the program for current day’s show in a single section. Other content on the homepage includes a list of top stories, show timings, Guest list of people who will appear on the show, Social page links, feature stories, full episodes, guest interviews, the shows blog ‘Side Project’, wardrobe section of what the panellists are wearing, audience tickets and a live twitter feed. The site also has a menu which links to other content available such as information ‘about’ the show, the program’s Team and a discussion forum called the ‘TV Room’.




The site links visitors to the site of one of its major sponsors that is Kinetic Superannuation. The show has a ‘Recommended’ section on its homepage that links visitors to other programs showing on channel 10 such as Neighbours, Family Feud, Late Late show with Craig Ferguson etc. There is also a ‘Sites We Like’ section which has links and Information on the show’s stories and guests, it  connects visitors to the sites of several charitable organisations such as beyondblue, Kids Helpline, 1800Respect, National Breast Cancer foundation etc.



The Project creates a feeling of community through its show and online presence. On the site there is a ‘TV Room’ discussion forum that encourages visitors to join the desk and discuss the latest topics from the show. There is also a strong community on its social media sites including Facebook, Twitter and Beamly, the show interacts with its fans, provides them with latest updates of the show. The Projects has 12.2K followers on Beamly, 212. 2 K Facebook likes and 216K followers on Twitter.



The website enables user to site communication, through a ‘Your Say’ section on the site, which encourages visitors to share their opinions on the show, offer their though on stories they’ve seen , provide tips for future stories and it also asks visitors to send news breaking, hilarious pics or footage they have of news stories. However this is not a two way medium of communication, because there is a notice on the site which states ‘Please note that while we read everyone’s feedback, and pass enquiries on to the relevant people, we don’t have time or resources to respond to everyone’ (The Project, 2014). The shows Facebook, Twitter and Beamly pages allows two way communication.

Cross Promotion


Cross promotion is evident in a section on the  homepage called ‘Wardrobe’ which provides a monthly feature of the in season outfits worn by the Cast of the show.  The outfits that are supplied by the shows sponsors are credited in this section. Therefore the Project is cross promoting its sponsors.


Content Marketing Institute 2014, what is Content Marketing?, CMI, viewed 23rd September 2014, http://contentmarketinginstitute.com/what-is-content-marketing/.

Network Ten n.d., MasterChef Australia, Ten Play viewed 22nd September 2014, http://tenplay.com.au/channel-ten/masterchef.

Network Ten n.d., The Project, Ten Play viewed 23rd September 2014, http://tenplay.com.au/channel-ten/the-project.

Network Seven 2014, The X Factor, Yahoo seven TV, viewed 23rd  September 2014, https://au.tv.yahoo.com/x-factor/#page1.


Comparing 3 Social Networks


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Instagram is all about photographs and Community. It is a photo sharing social media app that allows users to take photos using the app itself or upload photos that already exist on their camera roll. Photos can be instantly shared on Facebook, Twitter, Tumblr, Foursquare and Flickr.  Once you’ve selected the picture you want to share, the app lets you crop the image into a square shape similar to Instamatic and Polaroid camera images, it gives that retro feel. The ‘cool’ thing about Instagram is you can choose from 20 different filters ‘sepia and black and white tones, to vintage-looking borders and frames’ (Donnelley, 2013) to give it that professional look, just using your mobile phone. When posting a photo you can add a caption, tag followers, add the location of where the photo was taken. People can use #hashtags to promote themselves to a bigger audience or just find photo themes.

But there’s no fun uploading photos no one else can see, so like any other social network you build a social circle by ‘following’ people. At the top of one’s profile you can see their username, profile pic, how many photos have been uploaded, how many followers the account has, and how many they are following. In your news feed you can see photos posted by people you follower and your followers, you can acknowledge their post by liking or commenting on their pics.  Recently Instagram added a feature where users can post a 15 second video.


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Often when we are browsing online we find something we love and don’t want to forget where we found it, so we email it to ourselves, bookmark it on our computer or print it out and put it in a folder. To save us this trouble, there’s Pinterest, which provides an easier way to put together our discoveries, ideas, wants all in one place.

Pinterest is a website which offers a feature of a visual discovery board, a place where people go to get ideas for any project or interest in their life. As you find new products, ideas and anything online, using the pin it button you can ‘pin’ them on a visual board, directly from any webpage to your browser. You can create a collection of visual images that can be grouped together by topic in various boards. Unlike a real life bulletin board, anything you pin is saved in your account which can be accessed anywhere at any time. You can follow friends on Pinterest, and ‘repin’ things when you share things you find interesting on their Pinboard. You can also view a live feed of items being pinned by complete strangers. Pins can be shared on twitter and Facebook.




Essentially Tumblr is a mix blogging, microblogging and social networking platform. It depends on the individual person, what they want to use it for. It is a collection of a person’s microblogs that forms their whole blog called tumblr.

Tumblr is good for blogging, but it is not ideally used to publish a thousand word post about something.  It has mobile apps that allow users tumbling on the go. It has what’s called a ‘living theme ecosystem’ that offers users multiple ways to customise their site. Tumblr is connected with Twitter and Facebook, through which users can also post videos, videos, quotes, audio files, articles etc.Microblogging is the main feature for which Tumblr is used. Microblogging defines short text posts, usually no more than 140 characters long, it is mostly used for sharing thoughts, memes, quotes, videos music and statuses etc (Hedengren, 2011). Smartphone users can share anything on the go via Tumblr’s app.Tumblr is also a social networking platform, as you can follow people of your interest, reblog posts to your own tumblr blog. Users can also ‘like’ each other’s posts by which they can improve one another’s ranking within the Tumblr social network.

Tumblr has a commenting system for blogs, but only users of the site can make comments, ‘which only shows up on the Dashboard, and only works for primary blogs’ (Bradford, 2010). However recently Tumblr introduced a new feature that allows anyone to make comments, via a third party provider called Disqus.

Differences of the 3 Social Networks

  • Instagram is exclusively a photo sharing platform, where you cannot post without a photo.Instagram can only be used on a smart mobile phone.
  • Instagram has a differentiated product strategy i.e its amazing camera.
  • Pinterest is a bookmarking site, unlike Instagram you can make a collection of visuals that can be grouped by topic.
  • Pinterest is connected to retailers and businesses, which enables its largest growth.
  • Pinterest enables people to create for themselves, which then enables others to make their lives. It is for the benefit of society.
  • In Tumblr you can post text and add a photo to it, but on Instagram and Pinterest you must post or bookmark a photo and then add text.
  • On Tumblr you can post multimedia or any other content to a short form blog. Unlike on Instagram and Pinterest where Images and limited text is the only content one can post.

How can the differences of Instagram, Pinterest and Tumblr be used as part of an integrated marketing communication strategy?

In today’s Information Technology run world, marketers are shifting from mass marketing to a more segmented strategy. They are moving away from traditional marketing methods to more cost effective, interactive and engaging new media methods. Integrated marketing communication strategy, as defined by Ferguson (2011) is the integration by the company of its communication channels to deliver a clear, consistent and compelling message about the organisation and its brands. Integrated marketing strategies utilize a combination of communication tools, traditional advertising including advertising, personal selling and public relation along with online communication tools such as social media.

An integrated marketing communications strategy is beneficial to companies and small organisations, as it is a cost effective method of reaching a broader target market, as these says most people use some form of social media. Since social media spreads fast it is likely to be a successful method of promotion.

Instagram, Pinterest and Tumblr can be used as an integrated marketing communications strategy. For example, make up companies like Loreal through public relations; endorse celebrities like Jennifer Lopez to use their products. She may post a picture of herself on Instagram using the product. In the photo she is likely to tag the brand (L’Oreal) with a positive caption. This image is then shared with Jennifer Lopez’s fans, which are a potential market for the L’Oreal product. This is an example of a celebrity but ordinary people also post pics on Instagram and other social media in which they tag brands and companies. This is an example of how Instagram can be used as part of an integrated marketing Communications strategy


Bradford, K T 2010, What Tumblr Is and How To Use It: A Practical Guide, Laptop part of Tom’s Guide , viewed 15th September 2014, http://blog.laptopmag.com/tumblr-tips/2.

Donnelly, T 2013, What is Instagram?, Whistle Out, viewed 15th September 2014, http://www.whistleout.com.au/MobilePhones/Guides/what-is-instagram.

Ferguson, J 2011, Module 5 integrated marketing communication strategy, Slide Share, viewed 15th September 2014, http://www.slideshare.net/adrianneg/module-5-integrated-marketing-communication-strategy.

Hedengren, T D  2011, Tackling Tumblr: Web Publishing Made Simple, John Wiley & Sons, viewed 15th September 2014, http://books.google.com.au/booksid=UFsFEduVPcUC&pg=


Kavulla, K 2012, Pinterest: What it is, how to use it and why you’ll be addicted, Blog She Knows, viewed 15th September 2014, http://www.sheknows.com/living/articles/852875/pinterest-what-it-is-how-to-use-it-and-why-youll-be-addicted.

Lux, K 2011, What is Instagram and Why Is It So Popular, Information Space, viewed 15th September 2014, http://infospace.ischool.syr.edu/2011/12/15/what-is-instagram-and-why-is-it-so-popular/.

Linaschke, J 2011, Getting the Most from Instagram, Peachpit Press, Berkeley CA, viewed 15th September 2014, http://books.google.com.au/booksid=zI3Km4v6kqQC&pg=PT6&dq=