Japanese “Fit’s” Dance Contest — Learn Social Media By Example

Note: I have been avoiding this article for a couple of weeks now, because whenever I start writing it, I get lost in a series of “just one more” click and I don’t recover from it until hours later. So, in order to finish this article I had to compose it offline and then add the rest of the missing pieces later because it is that addictive. Let that be a warning to all those who will watch any of the videos here.

Lotte is one of the biggest food and shopping groups in Japan. To promote their new Fit’s soft chewing gum, they decided to partner with Youtube in releasing a series of commercials that encourage people to participate in their dance contest.

What is it about?

The concept is fairly simple: Get yourself a really popular idol like say Nozomi Sasaki, pair off with another cute guy, say Takeru Satou, add a chubby tubby girl for comic relief and have them all dance to more addictive than crack musical tune. And just to make sure that it does go viral, create a dancing contest around the video and invite everyone to post their videos on Youtube and the one with the most views wins a 100 million Yen (about $10,000). The only rule is that you have to follow the choreography clearly illustrated on the website

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