At the end of 2010, Dell launched Dell Streak in the rapidly-growing Smartphone market in Japan. Dell Streak has unique features no other competitive product offers, but Smartphone companies were already implementing large-scale campaigns in mass media. Dell Streak is a late player, so it was critical to market it in an impactful way.

Develop a dance expressing the features of Dell Streak and hold a live dance event. Simultaneously, share dance lessons online prior to the event to drive participants to join.

Numerous media became interested in our unique contents, generating unpaid coverage 2.5 times our campaign budget. Views for related videos exceeded 200,000 times on YouTube and UStream, spreading buzz around the world.