America's Best Dance Crew (Seasons 1 & 2) | Case Study | MTV | Clients

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MTV: America's Best Dance Crew (Seasons 1 & 2)

Challenge

Generate awareness and drive tune-in for the premiere season of Randy Jackson Presents: America's Best Dance Crew (ABDC)

Execution

Fanscape built a dedicated online fan base for the series via content distribution and social network profiles creation. Fanscape compiled video highlights from each week's show to service through various UGC channels. In addition Fanscape executed a very aggressive "friending" and outreach program through MySpace and Facebook, also centered on video clip distribution.

Results

Profile: 44,000 profile views, over 5,000 friends, hundreds of commenst and messages
Videos: 3.5 million views
Press: 4 million unique views, 110 placements