Case Studies

South Africa

Diski Dance Contest

2010 FIFA World Cup

Project Details

  • Client: South African Tourism
  • Date: 2009-2010

South African Tourism partnered with South African Airways, U.S. Youth Soccer and World Cup sponsor Coca-Cola on the contest, which invited youth soccer players from across the country to film themselves doing the “Diski,” a special dance created just for the event that captures South Africa’s unique rhythm, passion and flair for the game.

South Africa - America Does The Diski

South African Tourism (SAT) kicked off its special marketing campaign for the 2010 FIFA World Cup™ with a series of events in Chicago designed to promote South Africa as the proud host of the prestigious tournament, and encourage travel to South Africa for the World Cup and beyond. SAT also launched a viral Web video contest, a nationwide “dance call” to encourage youth soccer teams to express the welcoming spirit of the tournament through performances of the soccer-inspired Diski Dance.

The PM Group created all of the events depicted in this video.

Diski Dancers

In the end, the contest came down to five finalists, including the Bandits, from Jersey City, NJ; the Hurricanes of Baltimore, MD; Purple Rain from Memphis, TN; the United Cyclones of Minneapolis, MN and the eventual winners from 97 Fusion.

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