{"id":5960,"date":"2012-10-15T14:05:06","date_gmt":"2012-10-15T14:05:06","guid":{"rendered":"http:\/\/www.mobiadnews.com\/?p=5960"},"modified":"2012-11-09T10:15:49","modified_gmt":"2012-11-09T10:15:49","slug":"everyone-can-dance-using-a-mobile-app-to-sell-just-dance-3","status":"publish","type":"post","link":"http:\/\/www.mobiadnews.com\/?p=5960","title":{"rendered":"Everyone Can Dance!
Using A Mobile App To Sell “Just Dance 3”"},"content":{"rendered":"

just-dance2.gif
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When Ubisoft<\/strong> was preparing to launch their Wii game “Just Dance 3<\/strong>“, one of their key objectives was to broaden the target of the Just Dance<\/strong> series beyond their traditional core customer base of teenage girls.<\/p>\n

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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!
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\nJust Dance had been a popular game series on the Wii, but the appeal had been primarily limited to teenage girls. Reaching a wider demographic and showing them that Just Dance 3 was a fun game that everyone could enjoy would be key to growing the Just Dance franchise.<\/p>\n

just_dance_wii.gifFor the European and Australia launch, Ubisoft worked with Crispin, Porter & Bogusky<\/strong> to develop a special mobile app called “Autodance”. Available free of charge from the iTunes store, Autodance had two key objectives:<\/p>\n

\nFirst – to reach out to people from all demographics groups and show them that a dance game can be fun, regardless of their talent.<\/p>\n

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Second – create a viral buzz by having these people to generate their own dance videos and share them with their friends.<\/p><\/div>\n

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Here’s how it worked:<\/p>\n

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  • Download the app from iTunes<\/li>\n
  • Use your phone to take 4 short video clips of one of your friends doing their best dance moves<\/li>\n
  • The app synchronizes their moves with one of the dance tunes from the game.<\/li>\n
  • Now you have a great dance video to share with your friends on YouTube, Facebook, or in person!<\/li>\n<\/ul>\n

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    just_dance2.gif
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    The results were spectacular:<\/p>\n

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    \u2022 over 3 million apps downloaded
    \n\u2022 over 12 million videos made
    \n\u2022 over 1 million videos shared on YouTube and Facebook<\/div>\n

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    And most importantly, Just Dance 3 became the best selling video game in Europe over the Christmas period!<\/p>\n

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    Be sure to check out this video below that shows the Autodance app, and some great dance videos.<\/p>\n

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