Cannes Lions

GAME SYSTEM

MOMENTUM, London / MICROSOFT / 2011

Presentation Image

Overview

Entries

Credits

Overview

Execution

The search for Britain’s best dancer aligned with the new ‘controller-free’ dance game through ‘The Dance Central Challenge’ in which contestants, judges and studio audiences recorded routines to be judged by both online communities. Facebook, YouTube and Twitter content encouraged public voting, whilst live audiences shared ‘Dance Central’ performances with friends through Kinect’s Facebook app.

Outcome

Microsoft saw the activation being the key to maximizing their ROI for the sponsorship, generating a dialogue with a new highly relevant audience for Dance Central. With 15,671 new Kinect Facebook likes (50% over target), 3,152 video views on Facebook, 42,085 YouTube video views (and counting) and a further 9,300,000 online opportunities-to-see, the program was a huge success and clearly resonated with fans of Got To Dance.

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