DANCING WITH THE STARS - ARCADE MACHINE
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
|
Credits
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 %.