World of Dance Original Dance-Off Series
To support the first broadcast season of World of Dance on NBC, we created the first-of-its-kind original digital dance-off series, shot for both horizontal and vertical formats.
Appealing to a younger audience, the look and feel was gritty with an underground vibe, while at the same time staying true to the World of Dance brand.
Judges Jenna Dewan, Derek Hough, and Ne-Yo chose the free-style finalists, but the Snapchat user voted for the series winner. Jennifer Lopez was on hand to host the episodes.
Promax Award Nomination / Best Digital Video Content
Webby Award / Best Social Video Series / Honorable Mention
57 video assets created
3.9 million unique viewers per episode
52% female 47% male audience
Multi-Platform Release
The series was edited and released in 16:9, 4:3, and 9:16 formats and published on YouTube, Instagram, Twitter, Snapchat and Facebook.
16:9 on YouTube
4:3 format for Facebook
9:16 intro for Instagram stories
Digital Marketing & Promotion
Individual trailers with links to the episodes were created and posted each week. Jennifer Lopez, Ne-Yo,
Jenna Dewan Tatum and Derek Hough used their social media handles to promote the episodes.
Jenna Dewan Tatum announcing the series from her Snapchat account.
Snapcode Marketing
In a network first, we launched a snapcode multi-platform social media campaign, which led viewers to the show and reminded them to watch each week. Users were able to unlock episodes by scanning the snapcode with their phone.
Season 1 Snapchat Episodes
WOD 101: Qualifiers
WOD 105: Semi-finals
WOD 102: Qualifiers
WOD 106: Semi-finals
WOD 103: Qualifiers
WOD 107: The Finals
WOD 104: Qualifiers
WOD 108: Finale/Results
