The Footloose folks came to the Farm looking for a way to build hype for their DVD release, and we set out to reach their fans with a fresh approach. The audience skews teenage all-American, so we brought the fun Footloose is known for to the place that made most sense - high schools. Harnessing school pride and youthful ambition, the campaign offered schools across the country the chance to win a Footloose-themed dance, but the competition came with a twist.
Classmates rallied each other to vote for their school on Facebook, but they didn’t just enter once and forget about it - they could come back every day to enter again and again. Students got their schoolmates in on the Footloose fever, and soon school newspapers and bulletins across the country were urging people to get in on the action. We made posters that kids could put up to build the hype, with QR codes to make voting easy on the fly. After a monthlong drive, hundreds of schools were buzzing about the movie, thousands had voted, and the Footloose dance was a hometown hit.