GLOBAL LAUNCH CAMPAIGN
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.
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.
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.”