Unscripted

Mashable steps into America’s Test Kitchen

Is the science of food the kind of subject that will draw eyeballs on Facebook Live? Digital media co Mashable and Boston-based America’s Test Kitchen intend to find out with their ...
November 17, 2016

Is the science of food the kind of subject that will draw eyeballs on Facebook Live?

Digital media co Mashable and Boston-based America’s Test Kitchen intend to find out with their second live collaboration, this time moving from the quick-fix combustible pleasure of Periscope to the more permanent archival offering through Facebook.

The two companies are putting together a six-part culinary and DIY series on the science of food, which will be produced and distributed by Mashable’s Studio division, and will feature executive editors Dan Souza and Molly Birnbaum from its Cook Science division.

“We cover science and they are trying to expand their audience, and this was a really nice way to experiment and build concepts,” J LaLonde (pictured), executive producer, programming and development at Mashable told realscreen. America’s Test Kitchen brings together teams of culinary experts in a lab-like environment putting a single recipe through a dizzying number of tests to emerge with the “most fool-proof” recipe. The food testing co will look to expand its audience and following through a partnership with Mashable, which has over 30 million social followers across its channels.

Each episode in the series is expected to run 10 to 15 minutes, with the first episode airing on Friday (Nov. 19) and titled “Koji Thanksgiving Turkey.” The next two episodes are “Cocktails: Drinking Your Way Through The Holidays” and “Science Behind Your Favorite Holiday Foods.”

The series aims to expose viewers to science-based content, while also acting as a testing ground for the success of different formats to see if the concept can live outside of Facebook Live, according to LaLonde.

It’s also not the first test the duo has performed. Earlier this year they conducted a Facebook Live test, which resulted in over 90,000 views.

In the previous Periscope partnership, America’s Test Kitchen played host to a series of live-streamed interactive dinner partners at its Brookline, MA studio. That execution earned about 6,000 shares and an average of 1,500 viewers per stream.

A marketing push for the series is dominated by a social buy, with Mashable alerting its 30-million social following about the Facebook Live episode debuting on Friday.

All content will live on Mashable Cook Science and America’s Test Kitchen’s Facebook pages.

About The Author
Managing editor with realscreen publication, an international print and online magazine that covers the non-fiction film and television industries. Darah is an award-winning journalist who has spent over two decades covering a wide range of issues from real estate and urban development to immigration, politics and human rights, primarily with The Vancouver Sun. Prior to joining realscreen, she was editor of Stream Daily, realscreen's sister publication covering the dynamic global digital video industry. She also served a stint as a war reporter in Afghanistan for television and print, and was a national business blogger with Yahoo Canada.

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