BRANDING & CAMPAIGN – 2011 EFFIE WINNER
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.
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.
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.