Objective: Since 2004, Dance Heads, an interactive entertainment system, has let party-goers lip-synch songs while superimposing their heads on professional dancers' bodies. The new Dance Heads Recording Booth combines the Dance Heads concept with the privacy and ease-of-use of a traditional, arcade photo booth.
Idea: To understand the Recording Booth experience, one must partake in it, notes Dance Heads cofounder David Gersh. The new product, launched in November, is much more compact than the original Dance Heads. "They're positioning it as the next big interactive entertainment - something you can put into [virtually any] venue," says Stephanie Gocke, AAE at Media Tonic.
Tools: The product officially debuted at The 2007 International Association of Amusement Parks & Attractions Expo. Media Tonic is now pitching amusement trade media, targeting local newscasts to attract new buyers in those markets, and entertainment media. The company also hopes to build off the experiential marketing success of Dance Heads - which was on-site at this year's Grammy Awards and at other shows - by teaming with large event producers.
Measurement: While the booth won't ship until early 2008, several venue proprietors submitted letter-of-intent orders, said Ron Greenberg, managing partner, Dance Heads Recording. Success will be gauged by trade and consumer media impressions and more successful event opportunities.
Organization: Dance Heads, Inc.
Campaign: "Dance Heads Recording Booth: Be a Star, No Talent Required"
PR team: Dance Heads, Dance Heads Recording, and Media Tonic
Other marketing: In-house only
Launch: November 13, 2007
Budget: Undisclosed
