The Yellow Pages Group is getting physical from the wrist down. It’s launched an updated take on its “Let your Fingers do the Walking” campaign from 30 years ago with a Dancing Fingers contest aimed at making the brand relevant to a younger generation, says Annie Marsolais, director of corporate communications, Yellow Pages Group.
Capitalizing on the amateur dance contest craze, it asks participants to make a video of their fingers dancing to one of three songs, upload it to Dancingfingers.ca and share it online to get votes. The grand prize is $10,000. 
The idea for the contest came to Yellow Pages after being approached by Richmond, B.C.-based finger dancer Taoson Lee, says Marsolais.
Creative was done by Montreal-based agency Akufen. Promotion for the contest, which runs until June 19, includes an online media buy on Yellow Pages properties such as Yellowpages.ca, Canada411.ca and Torontoplus.ca and an experiential campaign at dance clubs in Montreal and Toronto, handled by Toronto-based Mosaic Experiential Marketing.
“The novelty for us with this promotion is in the creativity,” says Marsolais. “We haven’t done such a social media-heavy campaign before. We are really interested in doing something new and seeing how people react.”