BRANDING & CAMPAIGN – 2011 EFFIE WINNER

THE CHALLENGE

Become the Guitar Hero
of the Dance Game Category

Just Dance, one of the most successful Wii games in history, was once a Ubisoft underdog. It had a small
marketing budget and a big goal: become the leader in the dance game category. In order to pull that off,
we had to do more than market the product, we had to start a movement.

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THE STRATEGY

Hire America
to Help Launch the Brand

Instead of launching the game using conventional methods, we marketed the game through influencers, before that was
a thing. We paid hundreds of people to recruit thousands more, including YouTube content creators with significant followings,
to play the game, record videos and upload them online. We let them launch the game for us.

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The Idea

Just Dance — A Call to Action

The Just Dance brand name became a call to action. It was an invitation to join a national dance party comprised of hundreds of thousands of user-generated videos. Once sales spiked we combined highlights from users with videos from America’s Funniest Videos to create trailers, targeted preroll ads, national broadcast spots, and targeted ads based on emerging usage behavior.

PROJECT SUMMARY VIDEO

PROJECT SUMMARY VIDEO

KEY ART & PACKAGING

TV SPOT

TV SPOT

PREROLL ADS: USAGE OCCASIONS

PREROLL ADS: USAGE OCCASIONS

LAUNCH TRAILER

KEY INFLUENCER & UGC CREATION

THE NOMADIC AGENCY CONTRIBUTION

WEBSITE

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