The Danimal XL Tour was a talent contest inviting kids to come and perform a dance routine to the hip hop music of their choice.
A micro website was created to communicate the details of the contest. Then came the tour. Shows were organized in three large cities in Québec. They were filmed, aired on television, and audiences were invited to vote for their favorite performances. The promotion was supported by Vrak.TV during the show A+ with Stéphane Bellavance and by MusiquePlus on Plus sur commande, hosted by Naby and Izabelle. In order to maximize the reach for this campaign and its field operations, a variation of the promotional spots was also aired on Teletoon. Having celebrity hosts from Vrak.TV and MusiquePlus judging the dance events also contributed to positioning the product as very cool.
The Danimals XL event layout was spectacular: there was a lounge area, a DJ booth, a VIP section for the young finalists and a huge tasting area. Of course there was a camera man on the scene to capture it all and bring it home for TV viewers! Everything was in place to create a truly happening event!
Whether it be on TV, on the internet or in the shopping centers, Danimals XL by Danone earned enormous visibility among its young target market. The exceptional participation numbers confirm the promotion’s huge success!