The Diamond Store: Diamond Disco Dance Off

Select 1 of 3 dancers and shake your hips to see if you can become a legend of disco. If you like dancing and funky disco beats, see Diamond Disco Dance Off, an online game developed for The Diamond Store.

Koko Digital in the UK were hired to create a simple to play but addictive viral game that is aimed towards people aged 18 and over with a 50/50 split in gender, who either buy jewellery for themselves or their loved ones.

The guys at Koko Digital have have used a 70’s theme to appeal to both the younger and older generations. The main aim was to get people to opt in to receive newsletters from The Diamond Store.

When we asked, Koko told us: “We have achieved this by including a competition where the user must supply their name and email address. The user automatically enters the competition when they submit their score.

We also created an additional viral element with the option to be able to send your dance to a friend. The person who receives the challenge will then play against their friends dance and will see their score increase as the level progresses. It is a great way to get the game being talked about as well as increase repeat play. Each time a player plays the game they will be playing against another person who has submitted their score and will be playing against their dance keeping the experience unique every time.

We are firstly using targeted seeding to get the game out to a predominant UK audience and The Diamond Store has also promoted the game through an email campaign. After that we will proceed to send the game out to a worldwide audience to help increase the number of plays thus increase the UK reach further.” (here ends the quote of Koko Digital)

Viral experts show us your opinion. How do you rate the game and game mechanism?