If the shoe fits

Valley of the dancing dolls

The Dolly Rockers – the outspoken Girl Band with a penchant for large headphones and short skirts billowing with netting – have entered into a new brand partnership with KangaROOS footwear in order to promote their latest single ‘Gold Digger’.

The ‘How do you rock your Roos?’ competition asks visitors to a dedicated Bebo page to record their own dance routine to the new Dolly Rockers single.

The girls – Sophie, Lucy and Brooke – will then pick through the video entries to select their favourites to see which will go through to the final.

The ultimate winner will get to spend a day with the Dolly Rockers and their choreographer recording at a central London studio, plus a behind-the-scenes experience during the filming of the Dolly Rockers’ third music video. They will also net themselves a Dolly Rockers makeover  – which bearing in mind their own ‘covered-in-doubled-sided-tape-and-rolled-through-Primark’ look, is not one for the faint hearted. Plus to round it off they’ll also pick up a whole bunch of KangaROOS and Dolly Rockers goodies.

The Dolly Rockers quirky attire is ripe for clothing and footwear brands that want to associate with a young, empowered and rebellious female audience. Something that is currently lacking on the well-groomed, all too polite, girl band endorsement remit at present.

The campaign runs from the 1st September to 22nd October.

In a separate promotion the Dollys are asking their fans to spread the word about their new single to their closest friends, in a pay-it-forward style email gathering campaign. The fan who supplies the most email addresses will win a private performance from the group in their own living room. Ok, its blatant email harvesting, but it doesn’t attempt to hide it, which is very much in its favour, as is the fact there is a genuine VIP prize for promoting the single.