Best Social Media Campaign for Gaming← Go back to category
Xbox Kinect Sports Season 2 End Zone Dance Off Facebook Application
Feb. 10, 2012
- Campaign for Games
Team members: Matt Yoder - Account Manager, Britt Kim - Producer, Taylor Eke - Developer, Ajay Date - Designer, Kyle Sundby - Copywriter
About this entry
The Kinect Sports Season 2 End Zone Dance Off Facebook Application allows users to vote on their favorite DeSean Jackson end zone celebration. Participants view videos of Jackson performing “The Dougie,” “Swaggin Out,” and “The Cat Daddy,” then vote on the video they like the best. The end zone dance that receives the most votes will be used to create a DeSean Jackson prop to be used on your Xbox Live avatar.
The case for why this entry should win a Shorty
To market the fun of Kinect Sports 2, Xbox engaged the multi-talented DeSean Jackson to give some of his signature flair to a Facebook App highlighting the game. The result was an app that is as refreshing as it is fun. In the app, Jackson performs three of his famous touchdown dances, The Dougie, The Cat Daddy, and Swaggin’ Out. The original music underneath his dancing adds a layer of uniqueness to each video, while the entire piece is touched with Kinect’s clean branding. To participate, fans are asked to vote on which dance celebration is the best. As the votes are tallied, the videos can be shared on twitter where fans brag about which dance is the best.
The app concludes with the winning dance being made into an animated prop for Xbox Live accounts. A select group of winners as well as those who purchase the prop will have an animated Jackson performing the winning dance as their avatar when they sign into Xbox Live.
Perhaps we are most proud of this app because we were able to enlist a high profile athlete to help promote a Tier One game for Xbox. This inclusion turns an average poll into an engaging app with universal appeal. With Jackson’s display of creativity, and the interactive nature of the app, the user can participate in the experience in a real way.