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Case Studies E. SPECIAL AWARDS Sub-Category Entry Name Entrant Case Studies E. SPECIAL AWARDS Sub-Category E.8 Best Digital Innovation Entry Name Dance + YouTube 360 Degree Video Entrant Company STAR Plus Metal Silver Case Study https://www.youtube.com/watch?v=qDVrXBL8-Wo Overall Experience In the midst of various dance reality shows on television, STAR Plus wanted to do something different and engaging for the new show Dance+ . The USP of Dance+ was that it was an equal standing platform for the contestants , judges and host. The objective was to break through the clutter and fatigue of the various dance shows and their campaigns by engaging with audiences in a way never seen before manner. STAR Plus was the first Hindi GEC to use Google’s latest capability of uploading 360 degree videos on YouTube to create first of its kind video on YouTube India which allowed two-way engagement and active viewing as opposed to passive viewing while weaving in the communication about the show. The unique experience could let you look in any direction and not just where the camera is pointing, pause and move the phone and navigate (using keys on desktop) in any direction for complete 360 degree experience. India’s first ever YouTube360 video crossed half a million views in a few hours post its launch and is featured on YouTube’s global channel of 360 videos alongside Star Wars, Nike and Avicii. Strategy To break through the clutter and fatigue of the various dance shows already on television which have been traditionally marketed through push strategy. Aggregating audiences to watch our content and engage with them in a way never seen before by Indian audiences. Objective of this content marketing was to make people take notice of the new show. Keeping in mind the innovative format of the show, we decided to use Google’s latest capability of uploading 360 degree videos on YouTube. Creativity & Innovation First of its kind video on YouTube India which allowed two-way engagement and active viewing as opposed to passive viewing. The unique experience could let you look in any direction and not just where the camera is pointing, pause and move the phone and navigate (using keys on desktop) in any direction for complete 360 degree experience. With this, the users could experience the feeling of being present LIVE! The video strategically ended with an invite to tune in to Dance Plus. Execution The video was shot with the contestants dancing on the Dance+ signature song and music using special go-pro camera. The video strategically ended with Remo D’Souza inviting the user to tune in to Dance Plus at the specific time. Not only was the creative compelling to watch, it was promoted on the YouTube mobile masthead for 24 hours a day before the launch of the show which helped generate more buzz and conversations. Celebrities were aligned to leverage and promote this unique and disruptive masterpiece. Entire STAR Network also supported the never-seen-before initiative and helped generate conversations organically. Results India’s first ever YouTube360 video crossed half a million views in a few hours post its launch. Managed to impress 34 Million people on Facebook and reached over 10 Million on Twitter. Google featured the video on YouTube’s global channel of 360 videos alongside Star Wars, Nike and Avicii. .
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