Pioneer wanted to reach out to the urban dance scene, by launching its new Steez-line of boombox audio products especially designed for dancers. To promote this new line, we developed a sophisticated HTML-5 website with parallax effect that not only caught the eye of the urban scene, but also of many design lovers.
The website was crowned ‘Site of the Week’ by the CSS Awards, ‘Site of the Day’ by the AWWWARDS and was announced on the FWA shortlist. It also featured on the top 50 list of most creative websites of 2011 in Splashnology, an online design magazine.
To promote the new Steez-line and corresponding website even more, These Days developed and launched a dance battle on You Tube on which dancers from all over the world could compete with each other.
On the Pioneer Steez You Tube channel, the viewer got to see two clips, positioned right next to each other, in which each of the two dancers showed off their moves. Then it was up to the viewer to vote on his favorite after which the winning dancer got through to the next battle round. In just 2 months, we registered over 200.000 votes, spread over 24 countries!
The 50 dancers with the most votes were rewarded. The big winner received a VIP duo-ticket for the finals of Juste Debout, a famous international dance competition in Paris. The other ones received a Steez product or goodie bag.