BBC Worldwide has launched a free-to-play social game for its Strictly Come Dancing TV show, titled Strictly Keep Dancing. Hosted on its own website rather than on Facebook, the game gets players to pick a virtual dancing partner from the UK or US versions of the show, and then compete with friends and strangers while choreographing their dance moves and customising their characters. The game is launching in between series in the UK, with the aim of offering fans “a really accessible and exciting way to interact with the brand during the dancing dry spell” – something that music marketers may take note of, given that many digital campaigns in the music world are tied to album releases, rather than plugging gaps in the release cycle.

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