Giovanni Pernice swaps ballroom for boxball in Christmas social media campaign

Swedish-born Playtech start-up Boxbollen gamifies physical activity through its interactive boxball game. The game is now played in 56 countries worldwide. But there’s always room for more growth and that’s exactly what they aimed to achieve with their latest social media campaign.

Boxbollen launched an activation campaign on the lead-up to Christmas which drew on the power of celebrity and their highly engaged followers. As part of this, we were pleased to secure them with five high-profile celebrities. Amongst the line-up was Italian ballroom dancer and Strictly Come Dancing professional Giovanni Pernice.

Giovanni is a professional dancer specialising in Latin. He’s been a mentor and professional on BBC’s beloved Strictly Come Dancing since 2015 reaching the finals on numerous seasons. However, it was the 2021 edition which saw him lift the trophy for the first time with dance partner Rose Ayling-Ellis. Giovanni holds the record for the most 10s ever awarded and has topped the leader board more times than any other professional in the history of the show.

Using his Instagram platform, with 845k followers, Giovanni temporarily hung-up his ballroom shoes and took on the Boxbollen game.

Boxbollen works by a soft ball being tethered to an elastic string and attached to an adjustable headband. Players place the headband on their head and ‘box’ the ball with their bare hands. It’s a test of concentration, coordination and a fun way to engage family and friends in some activity and competition.

With Giovanni’s TV as a backdrop to the video, followers could watch as his score was tracked on screen. Linked to the associated free Boxball app, players can pair their phones, TV or other devices and take part in community challenges, track their performance, enjoy different game modes and even enter cash-prize competitions.

The festive season was the perfect opportunity for Boxbollen to engage new audiences and customers, and with Giovanni’s help, position themselves as the game everyone should have for Christmas.


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