Xbox’s Sky Sponsorship Mixes Dance Show & Game


Sky and Xbox launch an exclusive dance-focused sponsorship campaign co-promoting both a new TV show from the former and a new game from the latter.


New MTV/Harmonix Xbox 360 Kinect game ‘Dance Central’ supports and features in Sky 1’s second series of ‘Got to Dance’. The ‘Dance Central’ gaming experience is fully integrated across all live shows, with the studio audience able to engage with the game through trials and viewers at home being given the chance to win the very latest products.


The sponsorship deal with Sky will see Kinect for Xbox 360 and Dance Central feature across multiple screens including TV, online and mobile across the UK and Ireland.


A linked competition will see 15 Xbox consoles with Kinect given away during the series, together with copies of the Dance Central game. It is not only the studio audience who will be in with a chance of winning these prizes; an online competition will give fans at home the chance to enter, too.


The show airs on Sky 1 & Sky 1 HD in the first week of January and is hosted by Davina McCall. It will see thousands of would-be professional dancers competing for a £250,000 cash prize.


Microsoft Entertainment Devices Director Stephen McGill, Director says: “As we move beyond our biggest entertainment launch in Xbox’s history, Kinect for Xbox 360, we are constantly looking out for compelling opportunities to bring our gaming experiences to life.


Sky 1’s ‘Got to Dance’ show is the perfect partner for our smash hit title Dance Central – a true dance game experience that is fun and social for everyone. We are really excited to be developing this association with them in the coming months and look forward to future opportunities.”


Sky’s sponsorship controller Stephen Ladlow says: “Got to Dance was a huge success early last year and series 2 will be even bigger, bolder and better. We are delighted to have secured a partnership with Dance Central as it provides a seamless fit between brand and content.”




Dance Central and Got To Dance are a good fit and seem to be perfect partners. They share a demographic target and are both engaging and interactive entertainment properties.


The synergies extend beyond the theme and the target, but also they share values and even access.


Home viewers can participate in the show’s competitions through a corresponding website. UK residents can catch the show weekly on SKY1 and SKY1 HD, while Sky subscribers can also watch it through their Xbox 360s.


A complete partnership indeed!









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