The Yellow Pages Group has 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, Annie Marsolais, director corporate communications, Yellow Pages Group tells MiC.

“The goal of this campaign is to promote the Yellow Pages brand, to make it cool,” she says. “It is aimed at combating the belief that Yellow Pages is just print, because it isn’t. You can now get the content online, or on your mobile phone.”

The idea for the contest came to Yellow Pages after being approached by Richmond, BC-based finger dancer Taoson Lee, says Marsolais.

The Dancing Fingers Contest, which launched this week and runs until June 19, asks participants to make a video of their fingers dancing to one of three songs, and then upload the video to the site, Dancingfingers.ca and share it online to get votes. The grand prize is $10,000.  Creative for the campaign was done by Montreal-based Akufen.

Promotion for the contest includes the website, Dancingfingers.ca; 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 social media and digital-heavy campaign is a first for the brand, says Marsolais.

“The novelty for us with this promotion is in the creativity,” she says. “Yellow Pages is going beyond what we would usually do in a traditional advertising campaign. We haven’t done such a social media heavy campaign before. We are really interested in doing something new and seeing how people react.”