Street Dance Vietnam – A High-Potential Playground?

Gameshows remain one of the Marketing methods chosen by large enterprises, aiming to enhance brand image promotion to target audiences with wide coverage; and Street Dance Vietnam is no exception, having been “entrusted” by FMCG giants. Let's join Kompa to decode the program's attraction and the communication effectiveness of sponsors through the lens of Social Listening.

1. Street Dance Vietnam – An impressive debut

Street Dance Vietnam (Vietnamese name: Đây Chính Là Nhảy Đường Phố) – a gameshow inheriting the copyright from the hit Asian series Street Dance of China. In its first season, the program features 04 famous captains from the Vietnamese showbiz industry, including Chi Pu, Bao Anh, Trong Hieu, and Kay Tran. They will demonstrate their talent in leading members to conquer the highest position through 05 rounds: Audition, Hot Chairs, 24h Elimination, Quarter-finals, Semi-finals & Finals. Street Dance is expected to be a breath of fresh air, igniting the passion for street art within the young community, especially Gen Z.

Street Dance Vietnam was licensed from Street Dance of China and is currently a trending program across media channels (Source: VieZ)

For most gameshows, organizers use various methods to attract viewers, such as creating “teasing” moments about specific highlights or captains... or adding “drama elements” to the program to generate interest and discussion. Through data collected and analyzed by Kompa from all social media discussion sources, Street Dance achieved impressive initial results such as:

• Generating over 2 million discussions: the broadcasting phase accounted for up to 79.6% of the total discussions

Total discussions for the Street Dance Vietnam program

• Creating curiosity for social media users: they frequently “tag” and invite friends to watch the program, which accounted for the highest proportion, followed by mixed feedback regarding the captains' dancing skills; additionally, filming and editing techniques were also “dissected” by netizens when compared to the original version; finally, the program received the least amount of positive discussion from community groups.

Audience sentiment for Street Dance

• Possessing a “controversial” element from captain Chi Pu: the largest source of discussion came from viewer comments regarding Chi Pu's dancing ability or her “head bop” performance. Bao Anh ranked 2nd with topics surrounding her “dance level.” The other two judges, Trong Hieu and Kay Tran, are receiving positive responses. It can be said that the new role of the singer of “Anh ơi Anh ở lại” is attracting massive attention from viewers.

• Most actively discussed on TikTok: with 78.6% of the total discussions. This also serves as evidence that TikTok is currently the dominant platform for Gen Z.

Media channels attracting discussion

2. From a dance competition gameshow to an exhibition of inspiring messages from sponsors

The program focuses primarily on the Underground community and Gen Z viewers. This demonstrates alignment with the target audiences that sponsors are aiming for in terms of brand image promotion:

3. Clear & Close Up subtly integrate product characteristics into messages for young people.

While Clear, with the message “Cool Head, Warm Heart,” expresses personality and style, Close Up uses “Extreme Freshness, Get Closer” to create a sense of intimacy. Both messages are conveyed very smoothly through standout segments in the program and on Fanpages. A “valuable” scene that deepened Clear's brand imprint was when Trong Hieu used it while selecting contestants, as he remarked: “Many contestants were not chosen by Hieu because they didn't touch Hieu's heart, not because they weren't good.” Meanwhile, Close Up appeared to bring emotional elements to viewers through moments of dancing “couples,” especially the viral, high-energy clip of the “handsome dancer” Gia Huy and his girlfriend – a dance duo that previously gained attraction in the show “Nguoi Ay La Ai.” Both FMCG brands also achieved “huge” numbers on their fanpages. Total engagement for Clear and Close Up was 71.4 thousand and 3.7 thousand respectively.

4. Mirinda skillfully depicted the feeling of drinking for real to enjoy the “tongue-twistingly delicious” taste

Through scenes featuring contestants and guests combined with the product in the program. The brand's official fanpage achieved a total of 984 engagements from posts related to the program's content.

The image of Mirinda appearing in a scene where guests are happily enjoying food together (Source: Youtube Street Dance Vietnam)

From the very first shot, Street Dance Vietnam achieved highly positive figures regarding influence across multiple social media platforms and earned the trust of large brands, especially in the fast-moving consumer goods and soft drink categories. They utilized different communication methods to increase brand coverage. Through detailed data analysis, both organizers and sponsors will have a holistic view of the program's effect on the audience and can measure the effectiveness of the brands' communication campaigns.

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