Network Ten and Starcom MediaVest have created a YouTube dedicated channel for So You Think You Can Dance in what they say is a media first for a local TV program.
The dedicated site centres around a user generated competition created to run alongside the second season of the show. users are asked to make and upload a video of themselves performing a routine, to this year’s SYTYCD theme song. The site and competition is “expected to engage
Dance’s young, web-savvy audience,” says Network Ten Marketing Manager Grant Gillies. “We believe it will help them feel a part of the show and is a key plank in Ten’s multiplatform 2009 Dance campaign, he said. Starcom media strategist Simon Lawson added: “The You Tube activation is an example of a television network targeting viewers interactively beyond the on-air offering. Using Australia’s most popular entertainment website was the perfect media to effectively engage the Dance audience.” The winner of the competition will be announced during a specially created TVC to air during one of the final television episodes of Dance. The winner will also receive $10,000 and have their video championed on You Tube.
The first six weeks of the competition will focus on entry uploads, the next four weeks to “view and vote” followed by the winners’ announcement via Dance on Network Ten and www.youtube.com/thinkyoucandanceaus.
SOURCE: Media Day