FoodNetwork.com is running a series of online videos featuring spooky recipes to celebrate Halloween and to connect with the network’s fans.
The network created the Web-exclusive videos to drive traffic to its site during the pre-Halloween season, one of the biggest times of year for the portal. It hopes to entertain and engage its fans with the endeavor, and attract new viewers.
“Fresh video content online that features talent that is popular on the air is a great way to continue the connection with our audience when we are not broadcasting,” said Gabriella Messina, executive interactive video producer at FoodNetwork.com.
The videos feature stars from the network’s television programs, including Paula Deen, Alton Brown and Duff Goldman. The network chose Goldman to draw men to its audience, which is primarily made of women age 35 to 65, said Messina.
“He was a great choice for these videos because he has great appeal with existing fans but he also has the draw to bring in new fans,” she added. “He is the perfect choice to satisfy the fans and bring in the new ones.”
The site also features step-by-step instructions for making food-themed kid’d costumes.
The network is promoting the Halloween content on its YouTube channel and Facebook page.
“Social networks offer a great opportunity to connect with fans that may not be familiar with our Web site and encourage them to come and take a look,” said Messina.
In May, Scripps Networks, the owner of the Food Network, launched a food-focused social media Web site called Food2. The company already owns the sites FoodNetwork.com and Recipezaar.com.
