BASKETBALL MEETS KARAOKE,
WHICH MEANS BASUKETTOKE!
When Turkish Airlines knocked our doors to request a campaign for promoting their Japanese basketball league BJ League sponsorship, a question appeared within our minds. The question was about the spirit, the core elements of basketball. And the answer that we gave to that question became the insight of our campaign.
Basukettoke, which blends Japanese karaoke culture with Turkish tribune culture, emerged as a dance that reflects this universal communication and sharing tool. And the background music of Basukettoke dance, has become the Japanese band Songrider’s song Free.
A DANCE THAT SYMBOLIZES
THE SPIRIT OF BASKETBALL
We created Basukettoke dance for reflecting the philosophy of basketball, not only with its name but also with every dance figure it consists.
Step 1. Chest Beating: Symbolizes the power and durability.
Step 2. Raising Fists: Stands for courage and determination.
Step 3. Clapping Hands: Tells that, after the game and the struggle; the most important thing is to be a part of this universal celebration.
DANCING IN THE STREETS OF TOKYO
As a formation of all these elements, we shared our Basukettoke dance with Japanese basketball fans on basukettoke.com. And invited them to become a part of this celebration. For helping them to learn Basukettoke movements, we prepared a guidance video with an instructor who we named as Basukettoke Master. We encouraged fans to prepare their own Basukettoke videos and share these videos with their friends. At the end of the day, not only the Japanese basketball fans, but also the Japanese bloggers even the BJ League basketball players recorded their videos with great excitement.
While our dance was rapidly spreading among fans, The Final Four week to show their Basukettoke skills finally came. We succeeded lots of entertaining and unforgettable activities during final matches. Among these activities, the most important of all was to use jumbotrones for showing Basukettoke movements, and create beautiful choreographies with the participation of whole stadium.