Rickie & Melvin's Dance Central Battle

Xbox, Bauer Media and Box TV are sponsoring an exclusive dance music show as part of its promotion for popular dance video game Dance Central 3.

The programme features both product placement of popular DJs Rickie & Melvin playing each other on the popular Xbox dance game, along with programming strands using crowd-sourced sponsorship bumpers featuring consumers throwing their best dance moves in response to a radio promotion tie-in with Kiss radio. It is basically about dance competitions hosted at underground house parties where kids dance to computer games and the dame in question is Dance Central 3.

Andy Irving, UK product marketing manager at Xbox, said, “Dance Central 3 is all about getting people on their feet, and what better way to do that than create a programme with one of the UK’s most popular dance music brands, Kiss and 4Music.”

Bauer will promote the programme via social media.

http://www.4music.com/shows/609/Rickie-Melvins-Dance-Central-Battle