At Renegade’s holiday party last month, one of the competing “saw-rorities” was Delta Delta Rho and their “rush” activity was DDR. DDR (Dance Dance Revolution for the uninitiated) is a video game that requires players to dance in step to the beat of the video. Regardless of how good one is keeping up with the tune (I stunk!), you are guaranteed to work up a sweat playing. Unlike most video games that only wear out your thumbs and wrists, DDR is closer to an aerobics class requiring vigorous leg and arm movements. (On a side note, Delta Delta Row was eclipsed by competing “saw-rority” Alpha Sigma Sigma whose rush activity featured the unusual art of butt painting–hmmm).
So what you might ask does DDR have to do with Marketing for Good? Lots. With food companies under fire for “making kids fat” it should be no surprise that some are looking for ways to get kids off their tushies before/after meals. Burger King announced last month that they were partnering with Konami to promote DDR. Here’s a portion of that release:
“Dance Dance Revolution and BURGER KING® restaurants will get in the groove this holiday season, as we promote fitness to our youth in fun and exciting ways,” said Catherine Fowler, senior vice president of sales and marketing at Konami Digital Entertainment, Inc. “Children can enjoy a BK(TM) Kids Meal that includes smart menu choices such as low fat milk and apple sauce and then get motivated to dance the afternoon away by receiving a one-of-a-kind DDR premium.”
Burger King Corporation will support the program with a fully-integrated marketing campaign that includes television advertising, in-restaurant merchandising, custom DDR themed Kids Meal bags and cups, and an online micro site at www.bk.com/dance.
Though BK’a motivation is transparent, the idea makes a lot of sense. Speaking from experience, DDR is real exercise and if more kids spent an hour a day playing the game, fewer kids would be obese even if they regularly consumed mass quantities of burgers and fries. Of course I’d like to see the fast food houses serve up “better for you” fare but I’m not so idealistic as to think that American kids are ready to exchange their fries for carrots or that American parents have the guts to turn down their kids request for fast food in the first place. DDR is at least a worthy counterbalance to a fast food crazy world.