GLOBAL LAUNCH CAMPAIGN

THE CHALLENGE

Increasing a Global Audience

Our U.S. campaign for Just Dance and Just Dance 2 was so successful that Ubisoft asked us to take
the campaign global for Just Dance 3. We were tasked with creating a global trailer and a broadcast campaign that
would work in multiple languages across 9 different countries.

THE STRATEGY

Activate an International Fan Base

Just Dance had become more than a successful dance game, it had become a pop culture phenomenon.
The campaign had morphed from marketing into an international dance party made up of player videos. The brand had become a movement that people wanted to join. Our strategy was to demonstrate just how big that movement was.

THE IDEA

30 Million Players and Room for One More

The Just Dance franchise had amassed a large, enthusiastic, and active fan base – a group of influencers that wanted to engage with, and for, the brand. So we activated the group to grow the audience. We used YouTube to cast an international set of fans in dozens of localized spots that featured fans from each country. And we invited people to “join the party with over 30 Million players.”

GLOBAL E3 LAUNCH TRAILER

TV SPOTS

YOUTUBE CASTING CALL

YOUTUBE VIDEOS: JUSTIN & JEREMY

DANCE MARATHONS FOR CHARITY

CELEBRITY SHOOTS

Transparency in Coverage Disclosure