Disney and thisMoment Establish ‘Step Up 3D’ Interactive Experience Across Social Media Networks

thisMoment, a company focused on creating engaging experiences at the point where social media, mobile devices, and the real-time Web collide, today announced that Walt Disney Studios is leveraging its Distributed Engagement Channel (DEC) to create an official interactive experience for Step Up 3D fans.

The new channel, which connects over a million Step Up fans across Facebook, MySpace, YouTube and the iPhone, will feature film content, music videos, multiple contests, behind-the-scenes photos and videos, as well as real-time chat functionality across multiple Web environments.  Fans currently have an opportunity to participate in The “Step Up 3D” ARE YOU #BFABB (Born From a Boombox)? Dance Contest – a user-generated video contest that gives fans the opportunity to submit their best dance moves to win a cash prize, a trip to the World Premiere of the film and perform on BET’s “106 & Park.” Disney, Step Up 3D director, Jon Chu, and the producers of “106 & Park” will serve as judges for the contest and select up to 10 finalists. The finalists will then compete in a new “versus” dance battle feature inspired by the movie that will allow fans to view two semi-finalist videos, side-by-side, and place their vote for the top two first prize winners. To view the Step Up 3D channel on Facebook, visit: http://www.facebook.com/StepUpMovie; on MySpace, visit: http://www.myspace.com/StepUpMovie; and on YouTube, visit: http://www.youtube.com/StepUpMovie.

“There’s a history of digital innovation when it comes to the Step Up franchise.  We have built an incredibly passionate community of fans across all the major social media platforms, so we needed a way to connect them all together in anticipation of the new 3D movie,” said David Singh, Executive Vice President of Worldwide Marketing, Walt Disney Studios. “thisMoment’s platform allows us to create a consistent experience across the most popular social networks, as well as the iPhone, essentially creating one, connected ecosystem around the film.”

“As the first company to leverage thisMoment’s iPhone capabilities, Disney is offering a truly innovative, multi-platform experience for Step Up 3D fans,” said Vince Broady, CEO and co-founder of thisMoment. “Being able to engage with the film’s content while on the go is hugely appealing to the Step Up community, so we’re excited to help Disney deliver something new to their fan base.”

thisMoment’s Distributed Engagement Channel (DEC) enables a single interactive brand channel to be distributed in its entirety to multiple social environments, including Facebook, MySpace, YouTube, the brand site and the iPhone.  The DEC, which is fully customizable, features a seamless real-time connection between all environments in which it is deployed and allows brands to leverage one, simple CMS to publish and manage content.  User-generated submissions can be uploaded directly to the channel or pulled from a user’s existing social media library, and can be moderated by the brand before or after posting.  The DEC also features robust programming capabilities and social activity reporting (e.g. uploads, shares, comments, streams, etc.) either by the specific environment or in aggregate. A customized version of the Distributed Engagement Channel is now available to Google advertisers as an upgrade to YouTube brand channels.

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