Seven continues its social media push with new ‘MKR’ App

Following on from Yahoo!7’s launch of its TV social networking app Fango and its heavy promotion throughout Seven’s Australian Open coverage, Yahoo!7 has now launched the free My Kitchen Rules App for Apple’s iPhone.

The app gives fans of the popular cooking reality show, which began its third season on Monday night, the chance to keep up with all the latest information from the show. The app includes all the show’s recipes and the latest news & information about the contestants and judges. There is also a ‘remind me’ function for fans to ensure they do miss the show on Seven.

Similar to the Jamie Oliver cooking app, the MKR app also features a shopping list function to ensure users purchase all the necessary ingredients to make recipes from the show. When making a recipe users can use an in-built cooking timer that sounds with the ‘trademark’ “MKR Doorbell”!

Kristin Carlos, Head of TV Yahoo!7, said in the press release:

“For our advertisers, the App offers a great way to target a highly engaged, predominantly female mobile audience through a range of Yahoo!7’s mobile advertising formats.”

My Kitchen Rules has started strongly in its third season returning 1,484,000 and 1,466,000 viewers so far in its two broadcast episodes this week. The launch of the app will capitalise on this strong audience by delivering fans an additional way to interact with the brand and be exposed to its sponsors. To date the app only carries an advertisement for Seven’s News App.

The app adds to Yahoo!7’s portfolio of TV related apps including Fango, the 7 News App, Sunrise and Yahoo!7 TV Guide.

It appears that 2012 will be the year of new social networking apps for television networks as they seek to add extra layers of integration for sponsors of key shows/brands and ensure viewers engage even further with their favorite shows. Research shows that mobile internet is the new frontier and is predicted to overtake desktop internet usage by 2014. According to Microsoft Tag, 86% of mobile internet users are using their devices whilst watching TV. For more statistics click here.

To download the My Kitchen Rules app visit the iTunes App Store or click here.


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