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'MasterChef" teams with Tumblr for first-of-its-kind collaboration featuring at-home 'Mystery Box Challenge'

by jmaloni


Mon, Jun 16th 2014 08:00 pm

Top food bloggers on Tumblr share their culinary creations using "Mystery Box"-inspired ingredients

FOX's hit cooking competition series "MasterChef" has collaborated with media network Tumblr to bring an interactive experience of the signature "MasterChef" "Mystery Box Challenge" to "MasterChef" fans, via top food bloggers on Tumblr.

Starting with the all-new episode of "MasterChef" airing tonight (8 p.m.) on FOX, fans will get a chance to see what top food bloggers, or "creators," on Tumblr prepare using "Mystery Box"-inspired ingredients, which Tumblr provided through culinary delivery service Plated. Tumblr's creators will be tasked with creating their own impressive dishes using the ingredients, while generating visual Tumblr posts of the process and sharing photos with the online food community. The content will be published on the "MasterChef" Tumblr page at masterchefonfox.tumblr.com and will also be integrated on the "MasterChef" show page at www.fox.com/masterchef after the "Mystery Box Challenge" has been revealed in-show.

Fans of the show are encouraged to participate at home and reimagine their own meals using the "Mystery Box" ingredients and submit their creations to masterchefonfox.tumblr.com. Follow "MasterChef" on Tumblr at masterchefonfox.tumblr.com and on Twitter @MASTERCHEFonFOX, and "Like" the "MasterChef" page on Facebook at www.facebook.com/MasterChef.

Throughout the season, "MasterChef" host and judge Gordon Ramsay and fellow judges Joe Bastianich and Graham Elliot challenge the amateur home cooks to create an impressive dish with unknown ingredients in the "Mystery Box Challenge."

With more than 3.8 million users engaged in Tumblr's passionate food community every month, this collaboration with "MasterChef" marks the first time Tumblr has activated its tastemakers around a reality cooking television show. Tumblr's influential food bloggers and their corresponding audiences offer an unparalleled opportunity for "MasterChef" to engage recipe lovers, food photographers and food enthusiasts around a key element of the show: the "Mystery Box Challenge." Also, the collaboration further expands Tumblr's presence in the entertainment space as a social platform that uniquely reaches a growing consumer audience.

" 'MasterChef' has become more than just a viewing experience," said host, judge and executive producer Ramsay. "We want people to have the opportunity to participate in challenges at home, and with their friends and family. A first step for many of you to be able to take on a culinary challenge just like having us in your kitchen!"

"We are most interested in creating content campaigns with entertainment companies that are truly unique to Tumblr, and give our amazing creators the audience they deserve," said Sima Sistani, Tumblr's director of media strategy. "FOX's 'MasterChef' is a perfect partner to offer our passionate Tumblr food creators, because the show celebrates the at-home cook, and our creators are everyday home cooks who also happen to be some of Tumblr's most creative users."

In tonight's all-new episode, the competition livens up when the remaining 18 contestants take on an intimidating "Mystery Box Challenge" featuring live seafood, including lobsters, clams, mussels and scallops. The winner of the challenge will have a significant advantage in the next round and determine which classic dessert the remaining contestants will have to prepare in the elimination round, which will end the competition for one "MasterChef" contestant.

Additional Tumblr at-home "Mystery Box Challenges" will coincide with the "MasterChef" "Mystery Box"-themed episodes airing throughout the season. These upcoming "Mystery Box Challenges" will feature Alaskan king salmon, everyday ingredients and luxury ingredients, apples and a family-inspired dish. More content and challenges can be found at masterchefonfox.tumblr.com.

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