GCap Media’s Choice FM has signed a major multi media promotional deal with Paramount to support the DVD release of Step Dancing movie ‘How She Move’ on Monday 4th August.
It launched on-air on Monday 30th July and will run until 8th August. The Choice FM breakfast show team of Martin and Lucy will invite listeners to play ‘How Choice Move”.
Each day listeners will be invited to go online, view the dance being done by Martin and/or Lucy and guess the routine. Entries will be submitted by texting in the word ‘move’ plus their answer and a daily winner will be chosen at random.
Daily prizes will include a copy of the DVD, an entertainment system and a private dance lesson at Pineapple Studios for the winner and a friend.
All the activity will be supported via a heavyweight promotional campaign of live reads and pre-recorded trailers plus significant online activity including a page dedicated to the movie and the promotion featuring DVD competitions, hotlinks to the How She Moves site and video clips of each the dance moves.
All on-air and online promotional activity will be further enhanced by street based activity focused around the Choice FM hummer which will be wrapped specially with the movie branding and street team of dancers performing key Step Dancing moves to the How She Move soundtrack.
The deal was conceived and negotiated by GCap Media’s Account Film Manager Hannah Freeman and paramount’s retained media agency, MEC.
How She Move is available on DVD from August 4th.
Watch the first dance clip below:
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