Dance Hero
- Brand
- Coca-Cola
- Year
- 2009
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Music & Rhythm
- Platform
- Web
- Agency
- Henderson Bas
Objective
Coca-Cola Canada commissioned Dance Hero as branded entertainment for Coke Zero, built to live inside iCoke.ca — the brand's Canadian loyalty and promotions portal — rather than on a standalone campaign site. That placement tied the game to Coke Zero's existing registered-user platform instead of a one-off microsite. No brief or campaign statement spelling out a target audience or specific goals beyond that has surfaced.
Solution
From inside iCoke.ca, players launched a browser-based Flash game that cast them as a dancer on a dance floor. The core test was timing: players had to hit incoming dance moves in rhythm as the pace and pressure built, in what the game itself billed as a "foot-burning frenzy of dance-floor destruction." Because scores were directly comparable between players, the game doubled as a challenge format outside the site — in early January 2009, bloggers used it to stage a head-to-head dance-off as a sponsored charity challenge. The finer screen-by-screen flow, from opening screen to final score, isn't documented in surviving sources.
- 1
Players open the Coke Zero-branded "Dance Hero" Flash game directly on Coca-Cola Canada's iCoke.ca loyalty portal, at icoke.ca/dancehero, rather than through a separate app or download.
- 2
The player takes on a dance-floor challenge that tests rhythm and reflexes, calling for fast, accurate footwork as the pace and pressure escalate through the run.
- 3
Each run produces a score, which players compare against each other; in January 2009 bloggers used those scores to stage head-to-head dance-off challenges as part of a sponsored charity contest.
