Premiere, global street dance competition Red Bull Dance Your Style continued its 2024 U.S. season in Memphis, Tennessee. Over 1,500 spectators flocked to see a showcase of southern street dance with top dancers from Atlanta, Charlotte, Houston, and beyond for a night of exhilarating battles and celebration of music, dance, and Memphis culture.
As communications lead for this project, I was responsible for meeting expectations from the dance network to create core memories within the dance community, win with the 18-24 audience, and strengthen our social-first earned media output through a well-rounded media plan. As the region expert, I was also responsible for serving up diverse voices, gaining local media coverage, and investing in diverse influencers in the city of Memphis.
In a smaller media market like Memphis, it was important to prioritize an earned social-first approach over broadcast and build buzz around Red Bull Dance Your Style. Immediate asset turnaround ensured scroll-stopping moments on earned and managed channels.
To win over the Memphis consumer, it was crucial to develop content that highlights the unique themes of the city, serve up authentic and diverse voices in content, and invest in the deep pool of talent within the Memphis Jookin’ community.
In order to drive quality outcome, a smaller pool of influencers with an affinity in the space were selected to attend based on unique, authentic content ideas. In addition, immersive experiences were tailored to ensure “too good not to share” moments.
Click images below to view articles and content.
Stance Elements x Jesse Sykes
Choose 901 | Local Features
SIDEQUEST DJ | Instagram
I Love Memphis | Blog
Memphis Jookin’ x Unapologetically Memphis x Phyouture 901
SIDEQUEST DJ | Youtube
Jalaiah Harmon
Just My Memphis | Empowering Youth
Memphis Jookin’ x Unapologetically Memphis x Draem
In order to give wiiings to diverse relationships, I worked with local Memphis designer, Swish, to curate a Red Bull Summer Edition Sneaker Sip N’ Paint for all dancers, creators, and local media members. All guests were given a pair of Air Force 1’s at check-in and joined us at On Premise account, Pretty Taco, for an afternoon complete with Caruba Elderflower cocktails, mocktails, bites and vibes provided by local DJ MRI.
“Shoutout to @redbulldance. Enjoyed the sneaker paint and sip and dance competition. It was a vibe and a good look for the city.”
