The campaign was created to promote the launch of the new Dancing Musical Statues Great BigHoo toy at Argos.
The competition challenged fathers across the U.K. to upload their own dancing dad videos to the "Twirlywoos" Facebook page where fans could vote for their favorite father. The contest reached 300 million people worldwide through social and traditional media, with significant coverage in U.K. media outlets including
The Sun, The Daily Mirror
. The contest was also featured on the U.S. morning show “Good Morning America,” where actor Will Ferrell showed off his own dad dance moves.
As the winner, Hardwell will be given £500 of Argos vouchers. His young children, Skye and Ava, enjoy watching the show on weekdays on CBeebies and will now be able to dance in their home with their very own Twirlywoos' Musical Statues Great BigHoo toy.
"The ‘Twirlywoos' Dad Dancer campaign was a huge success," says Debbie Walker, brand manager, DHX Brands. "Just like the ‘Twirlywoos,' dad dancers are silly and fun, and they love to move to the music. We've truly been blown away by the international interest, and we send our hearty congratulations to James, and our thanks to all the wonderful dancing dads who entered."
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