When Ubisoft was preparing to launch their Wii game “Just Dance 3“, one of their key objectives was to broaden the target of the Just Dance series beyond their traditional core customer base of teenage girls.
Widening the audience for the games meant finding a way to market to non-traditional Just Dance fans, and it turned out that using a mobile app was a great way to go!
For the European and Australia launch, Ubisoft worked with Crispin, Porter & Bogusky to develop a special mobile app called “Autodance”. Available free of charge from the iTunes store, Autodance had two key objectives:
Second – create a viral buzz by having these people to generate their own dance videos and share them with their friends.
Here’s how it worked:
The results were spectacular:
And most importantly, Just Dance 3 became the best selling video game in Europe over the Christmas period!
Be sure to check out this video below that shows the Autodance app, and some great dance videos.
And here is the Just Dance site that shows lots of user-contributed videos.