Exclusive Xbox Dance Partnership


Exclusive Xbox Dance Partnership

Xbox has created an exclusive dance music show in partnership with Bauer Media, and Box TV to tie in with the launch of its popular dance video game, Dance Central 3.

The show, which is the result of a collaborative partnership between Xbox, Bauer Media, Box TV and UM London, will see an ad-funded programme called ‘Rickie & Melvin’s Dance Central Battle’ broadcast across the UK’s most watched music TV channel 4Music and Kiss TV

The programme features both product placement of popular DJs Rickie & Melvin playing each other on the popular Xbox dance game, along with programming strands using crowd-sourced sponsorship bumpers featuring consumers throwing their best dance moves in response to a radio promotion tie-in with Kiss radio.

A 2-hour premiere will air at 10pm on 8th December on 4music – with a social media campaign running alongside it during ITV’s X Factor to direct viewers to the Xbox programme after the show.

Andy Irving, UK Product Marketing Manager at Xbox, said, “Dance Central 3 is all about getting people on their feet, and what better way to do that than create a programme with one of the UK’s most popular dance music brands, Kiss and 4Music This campaign has involved a huge amount of collaboration behind the scenes, to ensure that Xbox is represented in a credible and authentic way within the programme. We can’t wait to see the result.”

Chris Bell, Broadcast Buyer at UM London, said, “Xbox has already set the standard in UK product placement, and is known for its pioneering work in the field. This latest partnership is no exception, with hours of fun and family-focussed content created exclusively with Box TV and Bauer Media to showcase Dance Central 3."

Darren Khan Commercial Director at Bauer Media said, “this exciting partnership with Xbox & UM is further testament to the Bauer Access multi-platform offering by using our insight, talented programming teams, recognised talent and then delivering an innovative solution that connects and involves the Xbox audience”

Sinead Dean, Brand Solutions Manager at Box TV said: “ Rickie and Melvin’s Dance Central Battle demonstrates Box TV’s unique ability to produce and broadcast bespoke advertiser funded programmes. We’ve weaved Dance Central 3 product placement into the storyline of the programme seamlessly, whilst featuring game play by our presenters, Rickie and Melvin. We’re also lending editorial support via on screen marketing, 4Music.com and our social networks.”