UBISOFT: JUST DANCE VIDEO GAME CAMPAIGN

Before launching Ubisoft’s Just Dance game for the Wii™, we wanted to create the impression that America was already playing the game. So we hired America to help build the campaign.

Part of our strategy included contracting YouTube’s most viewed dancers — some recently appearing on CNN and the Tyra Banks show — to demo the game and post their Just Dance videos on their YouTube channels. This directly reached the game’s two main target audiences (tween girls and their moms) who also represent the largest viewership of “YouTube-famous dancer” channels. The videos our dancers posted encouraged our target audiences to create their own videos, which organically expanded our campaign.

The 300+ Just Dance videos we created have resulted in over 2.8 million views and over 10,000 unsolicited user-posted videos on YouTube. Our Just Dance TV spot also ranked 8th most effective commercial for the first quarter of 2010 by Ace Metrix. Over 1 million Just Dance units have been sold in the U.S. since the game’s November 2009 launch.