"Dancing with the Stars" is ABC’s hit series in which celebrities are paired with trained ballroom dancers to compete in themed, choreographed dance routines that are judged by a panel of renowned ballroom experts, including Carrie Ann Inaba, Bruno Tonioli, and Derek Hough.
A huge part of "Dancing with the Stars" is watching celebrities with little in the way of dance training learn complex routines and level up their abilities — and often, fans want that experience, too. ABC looked not only to engage fans and viewers online and drive tune-in to the new season, but to excite them for the show by bringing them into the world of "Dancing with the Stars," and getting them up and moving.
ABC brought fans into the dancing world with a partnership with online dance instruction company Steezy Studio, creating a "Dancing with the Stars" dance competition that encouraged viewers to learn new moves from the show's pros, Alan Bersten and Emma Slater, and Steezy's Will Simmons. Taking part in the online class on Steezy earned dancers an exclusive "Dancing with the Stars" badge that showed off their moves and their participation.
To get the word out about the competition and the collaboration, ABC created a social campaign highlighting the skills and moves of the pros, sending viewers from Instagram, Tiktok, and YouTube to join the fun for free on Steezy.
The brilliant campaign encouraged fans to engage with "Dancing with the Stars" in new ways — while also sharing their moves on social media with friends and spreading the word about Season 34. ABC's campaign, along with the dance videos created by fans, drove viewers excited to take part to tune in to the "Dancing with the Stars" premiere.
ABC's partnership with Steezy was a big hit across social media:
