We helped Smirnoff partner with Madonna to discover the world’s best dancer. Entrants were asked to upload a 60-second audition video to Facebook. Thousands of entries from over 50 countries were pared down to 10 finalists, who were flown to NYC for the chance to perform live for Madonna at the historic Roseland Ballroom. Lil Buck, from Memphis, Tennessee, wowed both audience and Madonna, winning the contest along with a spot as her newest backup dancer on her global tour. He gained even more fans—112 million—when he danced with Madonna during halftime at Super Bowl XVLI, the most-watched halftime show in history.