Xbox and Sky Link up for the UK’s Biggest Dance Contest

Sky and Xbox today announced an exclusive sponsorship campaign, which will for the first time see Kinect for Xbox 360’s latest dance game, ‘Dance Central’ by MTV/Harmonix feature in the much anticipated second series of Sky 1’s ‘Got to Dance’ – the biggest national dance competition to ever hit UK TV screens.

A full-body, controller-free dance game for Kinect for Xbox 360, Dance Central features fun choreography and full-body tracking, whilst the magic of Kinect for Xbox 360 allows you to experience real dance with your friends and family.

For the first time ever, the ‘Dance Central’ experience will be fully integrated across all live shows, with the studio audience being able to engage with the game through trials and viewers at home being given the chance to win the very latest products.

Orchestrated by UM, Xbox’s media communications agency, the sponsorship deal with Sky will see Kinect for Xbox 360 and Dance Central feature across multiple screens including TV, online and mobile across the UK and Ireland

15 x 4 GB Xbox 360 consoles with Kinect sensors will be given away during the series, together with copies of the Dance Central game. It is not only the studio audience who will be in with a chance of winning these prizes; an online competition will give fans at home the chance to enter, too.

Stephen McGill, Director, Microsoft, Entertainment and Devices Division, UK & Ireland said: “As we move beyond our biggest entertainment launch in Xbox’s history, Kinect for Xbox 360, we are constantly looking out for compelling opportunities to bring our gaming experiences to life. Sky 1’s ‘Got to Dance’ show is the perfect partner for our smash hit title “Dance Central†- a true dance game experience that is fun and social for everyone. We are really excited to be developing this association with them in the coming months and look forward to future opportunities.â€

The show, which aired on SKY1 & SKY1 HD on 3rd January 2011, is hosted by Davina McCall and will see thousands of wannabe dancers competing for a £250,000 cash prize.

Stephen Ladlow, Sponsorship Controller at Sky, said: “Got to Dance was a huge success early last year and series 2 will be even bigger, bolder and better. We are delighted to have secured a partnership with ‘Dance Central’ as it provides a seamless fit between brand and content.â€

Rory Behrman, Ideation Director at UM London, commented: “‘Dance Central’ is the perfect partner for ‘Got to Dance’, with the show being a great platform to engage our target audienc. Promising to be a huge success we are delighted to be partnering with the show.â€