Words become dance moves in Puma's latest viral

Social video expert Be On evaluates the latest viral campaign from Puma.

Words become dance moves in Puma's latest viral
 

In a quick and engaging way, it presents the audience with the idea and people behind it

8 / 10

Puma - Dance Dictionary

"Before there were words, texts, tweets… We had body language". This is the opening line for Puma’s new ad for its innovative project "Puma Dance Dictionary".

The brand brought together a top LA choreographer, Super Dave, and the world’s greatest Freestyle dancers to create a language of dance all in sync with a great song "First Time" from Dre Skull. Puma then built an online platform for the dictionary allowing user to create sentences and turn them into dance. All this was done to celebrate the launch of the new Puma Sync fragrances.

The dictionary platform is an interactive site, which makes a great use of music and video; it shows how powerful and engaging the two elements can be.

There are multiple pieces of content (different videos at a variety of lengths) to promote the project. This allows the audience to consume as much content as they want. The latest 60 seconds video is a short version of the campaign’s trailer. In a quick and engaging way, it presents the audience with the idea and people behind it.

Philips did a similar project last year. The brand created a mosaic of short videos using sounds inspired by our surroundings and then allowed viewers to interact with it on a purpose-built platform.

Similar to Philips, Puma has so far failed to focus on its distribution strategy and the optimisation of the user journey. This amazing content should be made more available; it would be a shame if the online community missed this great interactive experience.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Vodafone, Sky and HSBC join retreat from Google

Several more major brands, including Vodafone, Sky, and a trio of the UK's leading banks, have added their names to the list of those considering suspending their advertising on Google.

Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More