Disney Channel is a 24-hour general entertainment television network in Australia that taps into the world of children through original series and movies, plus contemporary acquired programming. It is marketed to children from 5 years to 15 years old. Dance Off was developed for Disney Channel Australia to help launch and promote the High School Musical; an original movie by Disney Channel.
Gruden was asked to develop a viral concept that would generate and maintain interest in the movie before and after the launch. Viral was chosen as the best medium for its continuous growth possibilities.
Gruden developed an application that would allow users to create their own unique dance routines which they could send to an unlimited number of friends who in turn could create their own and send it on again, thus creating the viral engine.
Gruden developed all graphic designs, concepts, animations and sound FX. The application was built with a simple three library system allowing users to chose between, dance moves, music and sound FX. It had to be user friendly and engage users from 6 to 15 years old without compromising the quality or curbing the creative excitement of the application. This was an important requirement for Disney Channel as it was imperative for the success of Phase two of the project - Dance OFF On Air.
The project took three months from concept, design, animation and development to being launched. Dance Off was a huge success for Disney Channel Australia and Gruden, with the application being picked up by Disney Channel UK, Hong Kong and Malaysia - the first time a development from Australia had been picked up by another territory.
One of greatest compliments was the fact that the US Market picked up Dance Off and has recreated its functionality on almost every new Disney Channel website since. This was in fact the first time Disney Channel US had ever taken a product from any other territory outside the US.
Phase two sent live three months after the movie was launched to help generate and retain interest in the project. The concept was to allow users to submit their own Dance Off movies to Disney Channel Australia ? the best 15 each week were shown on air during the month.
Dance Off On Air was a huge success with over 35,000 entries submitted within two weeks of launch.
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