It is our strong point of view that branded entertainment via a digital-centric campaign, which is rooted in social media, is vital for creating global movements. The digital environment is a much freer place to seed and spread content and is definitely a more attractive way to connect with our consumers in an engaging way. This, coupled with the fact that it was our goal to make our experience social at its heart, with the goal of bringing the user in at the outset to act as a driver to building the conversation. Last, as our ultimate objective was to create a global movement, one for which ultimately 192 countries participated, we required an approach that would not be restricted to any given country or regulatory body. A digital-based branded entertainment platform allowed us to achieve this.

We launched a social media audition, partnered with influencers in the dance community (Jon M. Chu and the famous dance crew The LXD) and drew in hundreds of original dance move submissions from people all around the world. The LXD interacted with submitters in realtime. Individuals from 32 countries participated in the online casting, via Facebook, Twitter and YouTube, and our online platform. When we found our hero we helped him spread his dance out into the world through documentaries, a music video, outdoor, a worldwide tour - and finally recapped this online journey in a TV spot which we also cast from our online community.

51m people were touched, driving 192 countries to join the movement. The video content was shared via Twitter, Facebook, Pinterest and YouTube, and created 6 months of global online conversation. Up to 30 minutes was spent on the platform. The story was so inspiring that 21 hours of content has been produced so far.