With a working title of Strictly Social, the website will allow viewers to share their feelings about the reality show through live comment streams and polls.
The BBC appointed Pancentric in late July following a four-way creative pitch. The broadcaster briefed the consultancy ‘to create a two-screen experience in which you can watch the show on TV and have a laptop on your knee at the same time’, says James Bruce, creative director of Pancentric.
The website will allow users to press ‘boo, gasp and wow at a precise moment and predict what Len Goodman and the other judges are going to vote’, says Bruce.
Pancentric has tried to avoid the use of ‘data and figures’ in an attempt ‘not to scare off the show’s 30- to 50-year-old audience’, says Bruce.
Pancentric hopes that about 50 000 viewers will become users of the site, which will launch with the start of Strictly Come Dancing in September.