BBC launches Strictly Dancing online

BBC One’s celebrity dance extravaganza, Strictly Come Dancing, has launched a new interactive social viewing application that allows fans to interact with the live broadcast of the show.

The ‘Strictly Social’ application, designed by London agency Pancentric Digital, is a key multiplatform initiative for the BBC that aims to enhance TV viewing with an exciting two screen (TV/PC) experience and social engagement.

Jo Twist, Multiplatform Commissioning Executive for Entertainment at the BBC, says “We have a loyal following of Strictly Come Dancing fans who tune in week after week to see the show. Fans are vocal about the show online; many are already active on message boards and forums.

"With this application we have created a fun online atmosphere that builds on the enjoyment of the live shows by bringing fans from all across the country together on a central platform where they can show support for their favourite dance duo, rate the performances and join in the Strictly Come Dancing party.”

Each week a different celebrity guest will host ‘Strictly Social’ and take part in the live chat via dynamic comment streams and messaging. Fans can get behind their favourite contestants using the ‘I support’ feature which also allows them to filter their message board by other supporters of the same couple.

The application builds on what viewers naturally do around the show, such as wowing as the couples waltz or tutting as they tango.

Jo continues “Booing, wowing and gasping is what every fan does when they view the show with family and friends, we have added a feature into the app that let’s you share these emotional reactions real-time with other users.

"Entertainingly, these user reactions are aggregated so you can watch the biggest boo moment or biggest wow moment again after the show and even share it with your friends.”

Fans can also have fun predicting what score judges will award the contestants, earning themselves a ‘status’ ranging from a wooden paddle to a diamond paddle depending on the accuracy of their predictions. They can also contribute to live polls throughout the show.

The application is available for download here. The app goes live 30 mins ahead of the live shows and stays active 30 mins after the show finishes. Judge Len Goodman appears as an avatar to welcome users and give a tutorial on how to use the application.

Pancentric Digital is a full service interactive agency specialising in Strategy, User Experience, Social media, site design & build, search marketing, E-marketing and video & rich media. Clients include Petplan, BBC, Burger King, Cadbury, Pepsico, IPC Media and Learn Direct.