In advance of the launch of its rump-shaking new competition series Dance Your Ass Off, Oxygen is greasing the skids with an online rhumba throwdown hosted by YouTube.
On June 12, the network will launch a dedicated Dance Your Ass Off channel on the popular video-sharing site, a branded destination that will include clips from the series as well as a user-generated dance contest.
Once the channel goes live, hoofers will be prompted to upload clips of their own dance routines, for a chance to be featured in an on-air promo in the DYAO season finale. The channel also features music downloads that can be used as soundtracks to the video submissions.
The DYAO channel and contest run through August 17.
YouTube is just one promotional avenue that Oxygen is exploring as it preps the show’s launch. A five-city “Move It To Lose It” tour featuring live dance performances, freebies and dance instruction touches down in Orlando this weekend, before moving on to New York (June 29) and Chicago (July 3-5). (The tour has already passed through Atlanta and Charlotte, N.C.)
DYAO sponsor Crunch is riding shotgun with Oxygen for the duration of the tour. Per terms of its marketing deal with Oxygen, the New York-based Crunch will offer Dance Your Ass Off classes at its 21 gyms, reflecting the styles performed by the contestants each week. Moreover, a Crunch trainer will be featured within the narrative of the show.
Online, the two brands will share content via Crunch.com and Oxygen.com, where users can access exclusive video content.
A hybrid of NBC’s The Biggest Loser and ABC’s Dancing With the Stars, DYAO features plus-size contestants who try to dance their way to a healthier lifestyle … And a $100,000 grand prize. Hosted by Broadway actress Marissa Jaret Winokur (Hairspray), the series bows June 29 at 10 p.m.