Electrolux Livestreams Recipe Videos in Real Time Cook-athon

Brand Is Updating Its Now You're Cooking Tumblr

Published On
Apr 21, 2014

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In 2012, Electrolux launched a tumblr, Now You're Cooking, where people could watch "cook-along" recipe videos. Now, it's updating the idea with more recipe videos, but filmed and streamed in real-time. The live-streamed Now You're Cooking Everyday event will take place this week, from April 22nd until the 24th. Via Swedish agency, House of Radon, Electrolux will film and stream 15 cooking demos live, with creatives grading all material in-real time (in keeping with the high production values of the previous videos). Anyone around the world can take part, by inputting their own time zone. Over a thousand props will be used in the styling of the dishes (some of which have been created by well-known food bloggers) and the event will also include interactive elements and competitions via the hashtag #NowYoureCooking on Twitter. It promotes Electrolux's new Expressionist Collection range kitchen appliances.