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Dance Central

Come dancing with Xbox and Sky's partnership.

A full-body, controller-free dance game for Kinect for Xbox 360, Dance Central features fun choreography and full-body tracking, whilst the magic of Kinect for Xbox 360 allows you to experience real dance with your friends and family.

For the first time ever, the ‘Dance Central’ experience will be fully integrated across all live shows, with the studio audience being able to engage with the game through trials and viewers at home being given the chance to win the very latest products.

Orchestrated by UM, Xbox’s media communications agency, the sponsorship deal with Sky will see Kinect for Xbox 360 and Dance Central feature across multiple screens including TV, online and mobile across the UK and Ireland

15 x 4 GB Xbox 360 consoles with Kinect sensors will be given away during the series, together with copies of the Dance Central game. It is not only the studio audience who will be in with a chance of winning these prizes; an online competition will give fans at home the chance to enter, too.

Stephen McGill, Director, Microsoft, Entertainment and Devices Division, UK & Ireland said: “As we move beyond our biggest entertainment launch in Xbox’s history, Kinect for Xbox 360, we are constantly looking out for compelling opportunities to bring our gaming experiences to life. Sky 1’s ‘Got to Dance’ show  is the perfect partner for our smash hit title “Dance Central” - a true dance game experience that is fun and social for everyone. We are really excited to be developing this association with them in the coming months and look forward to future opportunities.”

The show, which aired on SKY1 & SKY1 HD on 3rd January 2011, is hosted by Davina McCall and will see thousands of wannabe dancers competing for a £250,000 cash prize.

Stephen Ladlow, Sponsorship Controller at Sky, said:  “Got to Dance was a huge success early last year and series 2 will be even bigger, bolder and better.  We are delighted to have secured a partnership with ‘Dance Central’ as it provides a seamless fit between brand and content.”

Rory Behrman, Ideation Director at UM London, commented: “‘Dance Central’ is the perfect partner for ‘Got to Dance’, with the show being a great platform to engage our target audience. Promising to be a huge success we are delighted to be partnering with the show.”

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About Xbox 360

Xbox 360 is a premier home entertainment and video game system. This November, with the addition of Kinect, Xbox 360 will forever transform social gaming and entertainment with a whole new way to play — no controller required. Xbox 360 is also home to the best and broadest games as well as the largest on-demand library of music, standard- and high-definition movies, TV shows and digital games, all in one place. The entertainment centre of the living room, Xbox 360 blends unbeatable content with the leading social network of 25 million Xbox LIVE members to create a limitless entertainment experience that can be shared at home or across the globe. More information about Xbox 360 can be found online at

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About UM

UM London is a media communications agency located in Clerkenwell, the creative heart of London.  We have a unique Curiosity brand positioning and a challenger mentality that delivers surprising results for clients across their businesses.

We represent many UK & world-leading marketers including Microsoft, MasterCard, Dairy Crest, H&M, Burberry, Bacardi-Martini & Brown-Forman and have UK media billings in excess of £250m.  

As part of the Interpublic Group of Companies (IPG), UM has 151 offices in 130 countries and employs 3,600 creative thinkers and doers.  

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