#DoYourDance
Thank You For This Dance.
Opportunity
For the 2021 NCAA Men’s Basketball Tournament, the NCAA tasked us with creating a campaign thanking essential workers, student-athletes and key stakeholders for their role in the safe return of March Madness.
Solution
To reach all of the target audiences at once, we proposed a multi-stage campaign called ‘Do Your Dance.’
The campaign was positioned as a call to action from the NCAA to all parties invested in the tournament’s success to celebrate the efforts made for the tournament’s safe return in 2021.
Gameplan
To bring #DoYourDance to life, we created a six-phase timeline that included training and launching of multiple different elements and strategies.
Phase 1
The campaign began with a video recorded by NCAA leaders and sent to coaches, players and university thanking them for their efforts and sacrifices in making the 2020/21 season possible. S127 was involved in scriptwriting and art direction of this phase.
Phase 2
As the regular season began to wind down, the campaign used this phase to train member schools and community partners about #DoYourDance. This phase also included multiple trainings on a tool we provided for partners called Slate.
Phase 3
After setting the stage for the campaign with gratitude videos and arming partners with creative assets, #DoYourDance officially launched with our first campaign video, released to @FinalFour social media channels on Selection Sunday.
Phase 4
When tournament play kicked off with the First Four, the campaign shifted focus on celebrating the players and teams finally making on court for March Madness. This came to life in the campaign through creative published to social media by tournament teams, and by a #DoYourDance highlight video.
Phase 5
Using produced video content between rounds of play, #DoYourDance highlighted the contributions of essential workers to making both the tournament and the state of Indiana safe.
Phase 6
As the tournament entered its final days and a champion was crowned, the campaign thanked NCAA corporate partners for their contributions, and looked ahead to the 2022 Final Four in New Orleans.
Video Storytelling
To tell the story of how frontline workers and this year’s tournament were being celebrated, S127 directed and produced seven #DoYourDance social media videos that were published to @FinalFour accounts.
You’ve shown us what you are made of, now show us what you got.
— NCAA Final Four (@FinalFour) March 14, 2021
Indiana, it is finally time to #DoYourDance 🕺💃 pic.twitter.com/Xot85ysWAl
Thank you for this dance, Indiana. #DoYourDance pic.twitter.com/c5T8DTJzLG
— NCAA Final Four (@FinalFour) April 6, 2021
Equipping Partners
To include teams and other partners in the campaign, S127 partnered with mobile tech company Slate. S127 developed creative for each tournament team to access through Slate and post natively to their social media channels. 58 out of 68 tournament teams signed up for the platform during March Madness.
Community Organizing
To provide the community with information and access for participating in #DoYourDance, our team developed a microsite with a number of resources available to view and download.
Campaign Headquarters
The microsite included resources like:
Creative briefs for community groups to participate in #DoYourDance
Music and videos with dance sequences for inspiration
Detailed calendar outlining key dates for each phase
Social media playbook for university teams to access with instructions on when and what to post for the campaign