In the international competition of digital agencies, the application ‘Summer Magic’, developed and produced by the Croatian digital agency Purpura Net (part of Pro Media Group) under the slogan #DoTheMagic, impressed FOX. The idea of Purpura’s team, in addition to activation in Croatia, has been adapted for the markets of Serbia, Slovenia, and Bulgaria. The success of the application is evidenced by the fact that more than 8,000 competitors participated in the prize competition across all markets, while the results achieved by this activation are the most successful to date for 24Kitchen. The reach of the campaign in Croatia exceeded 600,000 people, while the interaction with the application was greater than 22,000.
The application consists of a series of questions related to Heston Blumenthal’s shows ‘In Search of Perfection’, ‘Heston’s Fantastic Feasts’, and molecular gastronomy on the 24Kitchen channel and is designed as a knowledge quiz consisting of a total of 24 questions. The ‘Summer Magic’ application is based on inviting viewers to closely follow the shows and read articles on the 24Kitchen website where they can find answers and learn something new about molecular gastronomy and the renowned chef Heston Blumenthal. The first three fastest competitors with the most accurate answers won attractive weekly prizes, and at the end of the 6th week of the prize competition, all participants who correctly answered all 24 questions were contacted by the organizers, thus receiving a final opportunity to participate in the competition for the selection of winners of two main prizes: a trip for two to London for a romantic dinner at Heston Blumenthal’s restaurant, and a voucher for a cooking school.
