Dance Central 2 needed to reach girls in a social setting where they could interact with the game and become advocates for the franchise. We identified Varsity, the national cheerleading and dance association. Varsity was an ideal target: hundreds of thousands of young, passionate dancers, and predominantly female.

Dance Central 2 became an official sponsor of Varsity. We focused event activation at Varsity’s four national championship competitions, where we could reach dancers en masse. We developed an exclusive video promotion for the Varsity event audiences and beyond, in addition to offering onsite gameplay and custom integrations into their TV competitions.

A budget of $335,000 created almost $3,000,000 in program value, resulting in a program ROI of 9:1.

The broadcasts of the four Varsity national championships – which included Dance Central 2 commercials and custom integrations – attracted 30 million total viewers. More than 106,000 people attended the competitions themselves, while Dance Central 2’s onsite presence resulted in 26,600 trials of the game.

Most importantly, Dance Central maintained its title as the #1-selling Dance franchise and highest-rated dance game on Kinect.