WORLD OF DANCE

event activation | social curation

—BACKGROUND—

preeminent global dance brand WORLD OF DANCE (WoD) produces dance competitions and dance lifestyle events in more than 25 countries spanning the u.s., europe, south america, and asia. the brand partnered with executive producer jennifer lopez to create an american reality competition tv series.

alongside the competitive series, WoD offers engaging content to aspiring dancers all over the world. the brand requested hercules new york’s assistance in expanding their reach and social activity with the intent on marketing the series and brand as one.

—Vision—

our approach was to offer a marketing lifecycle that could engage with multiple elements of WoD’s brand assets.

the lifecycle
event activation — content creation — community engagement

event. photo walk
content. photo & video assets
community. magazine & social sourcing

a photo walk is the perfect event type for the brand as it brings together the dancing community with creators, providing the opportunity to generate visual and motion content that is then curated on WoD’s digital magazine and social feeds. the dancers & creators also share their created content on their own social feeds, or influencer sourcing in an organic way.

the result is a WoD event with beautiful content that is shared with the dancing community at large.

—strategy—

with our own network and s-rank members from WoD’s tv series, hercules new york brought together eight photographers & dancers for a photo walk. the created content offered WoD’s audience a seamless connection between the tv series & its branded content.

social curation

WoD’s digital magazine was populated by hercules new york’s own talent, erick hercules & mathieu forget, who produced consistent blog posts with visual content and suitable partnerships.