Streaming Breakdancing Contest

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GE to launch breakdancing documentary for streaming devices

18 Dec

(Reuters) - U.S. industrial conglomerate General Electric Co plans to release its first feature film through video streaming devices like Roku and Apple TV in a marketing effort that raises the bar for sponsored content.

"Shake the Dust" is a documentary about breakdancing and how the movement has united people across the world. Executive-produced by the rap star Nas, it will make its debut on December 24 through a partnership with the music video platform Vevo.

GE bought the rights to release and sponsor the movie for two weeks and will promote it inside the Vevo app and through an advertising campaign on the home screen of Roku. In addition, GE will launch other videos to complement the film, such as interviews with Nas and a segment with former Grateful Dead drummer Mickey Hart.

http://www.reuters.com/article/2014/12/18/us-general-electric-advertising-idUSKBN0JW1S120141218