Dance, once popular on social media as challenge content, is thriving on short-form, algorithmic-driven video platforms. And brands this year are cutting in. From choreographed routines to interactive dance experiences, the art form is serving as a vehicle for storytelling and connection. Let’s cha-cha-cha into this moving tactic.
Adidas wowed attendees at the launch event for its Originals Sport collection in July with a vertical dance performance by BANDALOOP on the side of a skyscraper. Showing off the apparel’s functionality, four women dressed in the new line moved through the air in harnesses over Edge NYC, the city’s highest outdoor observation deck, 1,100 feet up.
On the ground, Avianca celebrated 15 years at Orlando International Airport with an event in July featuring Latin ballroom dancers to pump up the energy (à la “Dancing with the Stars”), as leadership from the airport and the Colombian airline commemorated the milestone. Alongside the entertainment, Avianca distributed coffee and branded aviation-themed prizes to travelers.
Coinciding with the debut of McDonald’s two “KPop Demon Hunters” meals, the brand invited fans of the Netflix film to a “Battle for the Fans: After Dark” event in L.A. in April. Attendees arrived in full cosplay to participate in sing-alongs and dance contests, but they were surprised by a viral dance-off between Ronald McDonald and Grimace.
True to the movie’s setting, the two brand characters learned K-pop dances and K-pop nuances, like the Korean finger heart, that fans went wild for, especially when Kevin Woo, the singing voice of Mystery Saja, joined them on stage.
Cîroc announced in March that its Athletic Club platform had expanded into the dance world through a partnership with International Dance League, the first global professional dance league. To celebrate IDL’s first brand sponsorship, Cîroc brought out dancers to perform on the pickleball court at M Ranch Napa in California to close out a daylong program that included a professional pickleball tournament and wellness experiences. Since the event, Cîroc has been activating at IDL watch parties this season.
Apparently, Cîroc figured if you’re going to spike something, it might as well be both the ball and the drink.
