Title	DANCING WITH THE STARS - ARCADE MACHINE
Brand	TV 2 DENMARK
Product/Service	DANCING WITH THE STARS - ARCADE MACHINE
Category	C03. Exhibitions / Installations
Entrant	TV 2 DENMARK Copenhagen, DENMARK
Idea Creation	TV 2 DENMARK Copenhagen, DENMARK
Media Placement	TV 2 DENMARK Copenhagen, DENMARK
Production	TV 2 DENMARK Copenhagen, DENMARK

Name	Company	Position
Kristian Vestergaard	TV 2 Denmark	Creative Concept Developer
Sebastian Zamorski	TV 2 Denmark	Creative Concept Developer
Chaga Signe Bruun	TV 2 Denmark	Creative Director
Vicky Wassmann Dahi	TV 2 Denmark	Head of Branding
Sanne Nørgaard Fink	TV 2 Denmark	Campaign Manager
Tina Ringberg Haahr	TV 2 Denmark	Head of Design & Promotion
Kristjan Olesen	TV 2 Denmark	Motion Graphic Designer
Helle Jensen	TV 2 Denmark	Head of Production
Charlotte Refslund	TV 2 Denmark	Producer
Ida Groth Larsen	TV 2 Denmark	Project Manager
Maja Langdal	TV 2 Denmark	Project Manager assistant
Jens Lyd	TV 2 Denmark	Dubbing
Rasmus Bæk	Freelance	Constrution manager
Morten Just	TV 2 Denmark	Developer
Jacob Weinreich	TV 2 Denmark	CMO

Why is this work relevant for Brand Experience & Activation ?

For the 15th season of ‘Dancing with the Stars’ we decided it was time to not only make people watch the TV show but also to take the brand to a new level of engagement – giving them a unique experience with the brand.

Background

‘Dancing with the Stars’ is one of Denmark’s most beloved and long lasting tv shows. With an older audience, it was time to reach out to younger generations, who mostly know dancing from games like ‘Fortnite’ or ‘Just Dance’ As part of the campaign for the show we decided to embrace that in our promotion.

Describe the creative idea

We made ‘Dancing with the Stars’ into a battle of dance by building our own ‘Dancing With The Stars’ arcade dancing machine. Made from scratch. With the ‘Dance battle machine’ we invited the target group to engage with the brand in a new and innovative way.

Describe the strategy

We wanted the target audience to have the chance to dance with the famous professional dancers as well as enter a competition of ‘Dancing with the Stars’ themselves. We needed to create a product that could reach a young target audience and spread dancing joy among the Danes. We placed the machine around the country in carefully chosen spots where a lot of people often come by with friends and family.

Describe the execution

We called it 'Dance Battle' and invited the famous dancers from the TV show to invent and choreograph the gameplay inside the machine. The users could choose between ‘1 Player’ and ‘2 Player’ mode and a HARD or EASY level of the dance, and we even created an 8-bit version of the well know title melody. The machine went on a grand tour around the country in the weeks around the premiere, such as Copenhagen Grand Central Station and the biggest shopping malls around the country. As a bonus we placed the machine in the studio after its grand tour. Here it invited the audience from the live show to have a taste of what the show and brand is all about.

List the results

People loved the Dance Arcade Machine – especially the younger generation. People danced with the friends, family and even strangers. The machine spread joy of dance around the country, but most importantly, people also watched the TV show. ‘Dancing with the Stars’ ended up having the best premiere for the last four years, and the number of young Danes between 15-34 years increased by 21 %.