Gameshows are still one of the marketing methods chosen by major businesses, with the goal of increasing brand image promotion to target audiences with broad reach; and Street Dance Vietnam is no exception as it has been “carefully entrusted” by FMCG giants. Join Kompa in decoding the program’s appeal and the sponsors’ communication effectiveness through the lens of Social Listening.

1. Street Dance Vietnam – An impressive debut

Street Dance Vietnam (Vietnamese title: Đây Chính Là Nhảy Đường Phố) is a gameshow licensed from Street Dance of China, which is famous across Asia. In its first season, the show features 04 well-known Vietnamese showbiz team captains: Chi Pu, Bảo Anh, Trọng Hiếu, and Kay Trần. They will showcase their talent in leading team members to conquer the highest title through 05 rounds: Audition, Hot Chairs, 24h Elimination, Quarterfinal, Semifinal & Final. Street Dance is expected to be a fresh breeze that ignites passion for street art in the young dance-loving community, especially Gen Z.

Street Dance Vietnam is licensed from Street Dance of China, currently a program creating a storm across media channels (Source: VieZ)

For most gameshows, organizers have ways to attract viewers such as creating “teasing” points about moments, captains, etc., or adding “drama elements” to the program to generate viewer interest and discussion. Based on data collected and analyzed by Kompa from all social media discussion sources, Street Dance achieved impressive initial results such as:

• Gained more than 2 million discussions: the broadcast period accounted for up to 79.6% of total discussions

Total discussion volume of the Street Dance Vietnam program

• Created curiosity among social media users: they frequently “tagged” and invited friends to watch the show, accounting for the highest proportion, followed by mixed feedback about the captains’ dancing skills; filming and editing techniques were also “analyzed” by netizens when compared with the original version; finally, the show received the least positive discussion volume from groups/communities.

Audience reception sentiment for Street Dance

• Possessed a “controversial” factor from captain Chi Pu: the largest discussion source came from viewer comments on Chi Pu’s dancing ability and her “head-leaning” move. Bảo Anh ranked second with topics revolving around “dance skill level.” The remaining two judges, Trọng Hiếu and Kay Trần, are receiving positive support. It can be said that the new role of the singer of “Anh ơi Anh ở lại” is drawing significant attention from viewers.

• Most actively discussed on TikTok: with 78.6% of the discussion volume. This is also evidence that TikTok is currently the most dominant platform for Gen Z audiences.

Media channels attracting discussion

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

The program mainly focuses on the Underground community and Gen Z viewers. This reflects alignment with the target audience that sponsors are aiming for in promoting their brand image:

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

If Clear, with the message “Cool head, warm heart,” expresses personality and style, then Close Up’s “Super fresh, stay close together” creates a sense of closeness. Both messages are conveyed very smoothly through standout segments in the show and on fanpages. The scene considered most “valuable” in deepening Clear’s brand mark was when Trọng Hiếu illustrated it in his contestant selection, as he commented: “There are many contestants that Hiếu didn’t choose because they hadn’t touched Hiếu’s heart, not because they aren’t good.” Meanwhile, Close Up appeared to bring emotional elements to viewers through moments of couples dancing together, especially the super-viral clip of the “handsome dancer” Gia Huy and his girlfriend—a dance duo that had previously attracted attention on the show “Người Ấy Là Ai.” The two FMCG brands also achieved “huge” numbers on their fanpages. Total interactions for Clear and Close Up were 71.4 thousand and 3.7 thousand respectively.

4. Mirinda skillfully portrayed the real drinking experience to enjoy the “tongue-twistingly delicious” flavor

Through scenes featuring contestants and guests interacting with the product in the program. On this brand’s official fanpage, posts related to the program content reached a total of 984 interactions.

Mirinda appears in a scene where guests happily enjoy food together (Source: YouTube Street Dance Vietnam)

Right from the first shot, Street Dance Vietnam achieved very promising figures in terms of influence across multiple social media platforms, and gained the trust of major brands, especially in FMCG and soft drinks. They have applied different communication methods to increase brand coverage. Through detailed data analysis, the organizers as well as sponsors can gain an overall picture of the program’s impact on audiences and measure the effectiveness of brand communication campaigns.

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