Five minutes before The F Word with Gordon Ramsay premiered Wednesday night, Fox launched a live promo that took viewers behind the scenes of the cooking-competition-meets- variety show.

“What better way to promote a live show than running live promos?” said Shannon Ryan, executive vice president, marketing and communications, Fox Television Group.

The spot provided a glimpse of the set – replete with a full restaurant—and the bustle of activity as everyone preps to open the show, giving viewers a taste of the unpredictable, anything-can-happen nature of live television.

“What can go wrong?” Ramsay asks, as glass breaks behind him.

In his latest series, based on the U.K. show of the same name, Ramsay chats with surprise guests, speaks remotely with fans, foodies and culinary experts from across the country, and of course gives his opinion as foodie families from across the U.S. battle it out in intense cook-offs.

“The purpose of this promo is to capture the fun and energy and excitement that’s building on set as Gordon, the crew and guests are in the final stages of going live,” Ryan said,

Fox used Ramsay’s show Masterchef to lead into the premiere of The F Word, running the promo between the two to drive audience flow from one series to the next.

“While Masterchef fans are used to enjoying one side of Gordon, hopefully they will stay tuned into The F Word to see an entirely different side of him,” Ryan said.

The promo features Ramsay talking to the camera while walking through the set that serves as a fully functioning restaurant, and captures the anticipation of putting the finishing touches on a show about to go live.

Fox rolled out the idea for the premiere, but will continue to launch live spots each week in Masterchef to promote The F Word.

“It will be a great sneak peek,” Ryan said.

RELATED: Gordon Ramsay Goes Live in ‘The F Word’

Tags:


  Save as PDF