When Kinetic asked us to help launch Zingo Bingo – a brand new bingo gaming site that celebrates pop culture – we knew we had to lean into the popularity of Strictly Come Dancing.
Strictly is a generous cultural property: audiences love it, media are constantly looking for new angles and stories to cover it. It’s the perfect entertainment platform for brands to hijack and it allows our clients to reach a very specific audience.
Kinetic wanted organic, earned backlinks at scale. We set about recruiting Strictly icon Ian Waite to help us achieve that goal.
Ian is one of the most beloved professional dancers from the history of the show, reaching the final twice and winning the Australian version last year.
We interviewed him twice; at the quarter-final and semi-final stage. Media interviews with top tier publications were also arranged, with the likes of The Daily Mirror, OK Magazine, Entertainment Daily speaking to Ian and publishing exclusive articles. These exclusives were complimented with our own sell-in.
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