The Disney Dance Off was conceived by Gruden last year when the hugely successful High School Musical movie was released. Leveraging off the success of last years Dance Off, Dance Off II was born.
The objectives were to create a unique interactive & viral experience to support the premiere of High School Musical 2 on Disney Channel. The initiative needed to embrace the core themes of the movie which is dancing & singing, and build affinity with the key characters & music from the movie that the kids would embrace. The initiative would form part of the key promotional activity for High School Musical 2 so as such would need to be an activity that would sustain interest with kids over a period of time to keep the momentum.
A user generated game was created - the 'High School Musical 2 Dance Off' - whereby kids could create their own dance routine from a multitude of dance moves & add then a music track from the movie to dance to. They could create a routine on their own or they could invite a friend & create a multiplayer routine, with the 2 dancing side by side. They could then add various sound & visual effects to really bring the dance routine to life. Once created, they could either save their routine in a member's area or send the routine to a 'Main Stage', for other users to view & then give a star rating, with the highest rated routines making it to the overall leader board. There was also a viral tool which allowed kids to send their routine to a friend with the objective of competing in a Dance Off challenge, which inturn, self-promoted the game to a new audience.
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