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URL: http://www.bbc.co.uk/strictlycomedancing/
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Key Industries:
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Entertainment & Leisure
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Internet
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Publishing & Media
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Key Sectors:
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Design & Build
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Social Media
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BBC
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Brief
The BBC has a unique and extensive image archive and wished to explore ways to better utilize these pictures online. The hugely popular Strictly Come Dancing series provided an ideal opportunity to deliver additional interactivity and bring to life the static images used in traditional publicity shots.
Strategy
Collective had three main aims in developing the interactive promo for the seventh series of Strictly Come Dancing:
- Develop the BBC’s capabilities with pictures in digital media
- Target younger audiences with BBC content that goes beyond the traditional still image
- Encourage the audience to immerse themselves in the content and enjoy a greater freedom to explore
Execution
Working under tight deadlines, Collective took the standard publicity still that would be used by the BBC to promote the seventh series and developed an interactive promo in Flash.
The promo was developed to allow fans to follow the progress of the show’s dancing couples. Fans can rollover and explore the promo to view exclusive backstage shots and quotes from the celebrities, which are automatically updated on a weekly basis.
The promo also pulls in tweets from the show’s official Twitter page, so fans can see the latest topics of conversation and can share their views.
Freely available across a range of online titles, including The News of the World, The Mirror, this innovative promo has helped third-party media owners to increase repeat visits to their site as Strictly Come Dancing fans come back for the latest on the show.
This promo is the latest example of Collective’s creative and strategic developments with the BBC, which have also seen the agency deliver projects for Radio 1, Radio 2, 1Xtra and Radio 3.
Results
Since the launch of the series, there have been 82,341 unique visitors, 182,057 visits and 55% of visitors returning more than once.
Greg Doone, Managing Director of Collective, says: “Strictly Come Dancing is an enormously popular show and its fans always want to know more. We’ve delivered this innovative solution for the BBC under tight deadlines and working creatively with a disciplined brief. It’s been a great project to work on and shows the potential to bring the entire BBC image library to life with information-rich interactivity.”
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