performing big
idea
For four seasons The Marketing Arm was involved with America's Best Dance Crew, one of MTV's biggest shows, and in season five we set out to keep the momentum going and continue the show's incredible dialogue and awareness across the social web.
ignition
Having been involved with the show from the beginning, we were able to build tremendously deep relationships and trust with the influencers and advocates for the show who maintained fan websites, blogs, and social network profiles. We activated the fans to promote the show by posting, tweeting, and discussing the premier episode, season highlights, and the finale.
impact
Season five trumped the previous season in viewership, remained one of MTV's top shows, and secured another season on-air. Over 17 million people saw or participated in one of the thousands of messages and pieces of content that was circulated to promote the show.
