BBC Strictly Get Dancing
In autumn of 2010 Keystone took the streets of five British cities to get the public dancing. Located beneath the BBC Big Screens this campaign was designed to introduce the new 2010 series of Strictly Come Dancing and re-enforce the connection with the BBC brand.
Karen Hardy (one of Strictly’s professional dancers) choreographed a simple Cha Cha Cha routine and filmed a short demonstration of how the dance is performed. This was played hourly on the Big Screen and city centre shoppers were encouraged to take to the dance floor and have a go. Visitors were also given dance demonstrations by local dance groups and BBC Tour hosts acted as comperes who interacted with the crowds ensuring that the sites were full of action and entertainment throughout the day.
A specially branded inflatable dome was erected to act as a dance studio where local dance instructors gave workshops in between the BBC Big Screen broadcasts. A glitter ball and wooden dance floor gave visitors a taste of the Strictly glitz and glamour as the events ‘swept the nation off their feet’.
Cut outs of Bruce and Tess provided visitors with a photo-opportunity and the comperes encouraged them to text these to friends for instant marketing of the event. Combining this marketing tool with coverage from the local press and the Strictly website ensured that each of the five events was a sparkling success.