Just Dance 3
STRATEGY // content creation // LAUNCH TRAILER // GLOBAL BROADCAST
Using an international cast of consumers
to build a global broadcast campaign
Just Dance was already one of the world's most popular dance game brands, with hundreds of thousands of consumer videos proudly posted, and well over 1 million Facebook fans. So we turned to our worldwide community to help us announce Just Dance 3.
We held a casting call on Facebook, threw home parties in exchange for dance videos, we even shot celebrities playing and forgetting themselves; the beauty of the game. We then turned all our footage into an editorial celebration of the global party: an international campaign made up of 35 customized spots, featuring 5 hit tracks and local consumer videos from 10 countries.