For the latest season of the ballroom competition series, DMM aimed to reignite Legendary fans’ interest, reach new audiences, introduce new talent, and continue to uplift the ballroom community in the cultural zeitgeist.
We set out to give fans exclusive access to the streaming tv series’ panel of judges, guest stars, and 50 contestants via on-set captures and custom creative content to place the viewer center stage for all of the ballroom action. Throughout our Legendary Season 3 campaign strategy, we honed in on TikTok and Reels videos, including passing the mike to our diverse cast of contestants to speak directly to our audience to discuss their journeys and the passion to create each performance, to holistically capture the artistry behind every ball and amplify our reach.
To celebrate the new season, Legendary and HBO Max’s LGBTQ+ vertical, Human by Orientation, hosted a ball at the Brooklyn Museum with iconic ballroom personalities and house members. At the premiere activation, guests walked the red carpet and competed in various ballroom categories where DMM captured real-time event coverage on-site and produced bespoke video content that was shared across owned social platforms.
By leveraging our main cast’s star power and highlighting the TV show’s shadiest reads, sickening moves, and heartfelt exchanges across our social media channels, we not only brought the essence of ballroom to life, but sparked social conversations. Legendary’s social content achieved viral moments extending outside its owned social channels and ensured that fans were seated front row all season long.