Stepping into the spotlight: Amplifying Carousel Dancing at Gamescom through strategic PR

The brief

At Laika, we partnered with Carousel Dancing, an EU-funded research project using VR technology to combat loneliness and promote well-being through dance. This initiative creates an immersive virtual world where users can reconnect with their bodies and find joy in movement.

Launched in 2021 and concluding its research phase end 2024, Carousel Dancing’s central objective is combating loneliness. The project addresses challenges like isolation, accessibility, and lack of time that keep people from traditional dance studios. Studies confirm the profound health benefits of dancing, including reducing loneliness, enhancing decision-making, and improving overall well-being.

The project partners DFKI, Grassroots-Arts, Edinburgh Napier University, Aalto University and VIVITnet S.A.S.ambition to make dance accessible to all from wherever they are at any time. Notably, loneliness affects one in three people aged 18 to 53, with rates as high as 44% among those under 30, according to the German Federal Institute for Population Research.

As Carousel Dancing transitions into a market-ready product post-2024, its debut at Gamescom offers a chance to spotlight its potential and raise awareness about its vision for a more connected world.

The campaign

Our mission was simple, to amplify the project's voice and ensure its message reached the right audience and set the stage for its future market entry. So how did we achieve this? 

• Inviting media to the booth: We engaged local Cologne journalists and Gamescom-attending media, including journalists from the UK, offering them a firsthand experience of the project’s immersive VR dance world.

• Expert statements & interviews: We pitched interviews and expert commentaries to German media, positioning the project as a thought leader in combating loneliness through innovative tech solutions.

As the project seeks to break barriers and build bridges through dance, it was vital that we secured diverse media coverage. From gaming and tech portals to health and lifestyle publications, our outreach strategy will emphasize the societal and individual benefits of dance, as well as the groundbreaking use of VR technology in fostering connection.

We’ll spotlight the project’s universal appeal—dance transcends language, heritage, and age—inviting journalists to step into the VR experience themselves. Through press kits, expert interviews, and thought-leadership storytelling, we aimed to inspire audiences and set the stage for the project’s next big leap.

The impact

With a strong showing at Gamescom and widespread media coverage, this innovative research project will be well-positioned for its post-2024 transformation into a market-ready product. During the event, outlets such as ZDF - Volle Kanne, Gamesmarkt, The Gamer Guide, Computer Base, Computerspiel Schule (alongside Game-Based Podcast), and PC Gamer visited the booth. In addition to journalists, some Twitch streamers also stopped by to check out Carousel Dancing. By showcasing Carousel Dancing’s ability to address isolation and enhance well-being, we helped ensure it gained visibility among stakeholders, built long-term partnerships, and, ultimately, positioned the project to make a lasting impact.