Cannes Lions

JUST DANCE 3

MEC GLOBAL, Madrid / UBISOFT / 2012

Film

Overview

Entries

Credits

Overview

Execution

MEC proposed to anticipate the campaign vs 2010; expand the concept from ‘Dance’ to ‘Party’ and use a 3 phase communication strategy 1. High-coverage multimedia campaign focusing on main users and secondary target2. Use of Top TV-show celebrities to demonstrate Just Dance3 main features.3. Engage with consumers: an application hosted in Just Dance3 Facebook profile challenged people to invite friends to be part of the greatest cyber party ever! The event was communicated in leader sites of music, content, instant messenger and in the live events leader website, with innovative and new formats in Spain.

Outcome

All the set objectives were overcome! 156,741 games sold. Sales increased by 35% vs 2011 whilst SW Wii market crashed 21.5% in value. Just Dance3 was Best Seller in Wii category and sales leader during Christmas time, achieving 81% of market share. 350 parties were created and the winning party gathered 4,500 participants. And finally, the campaign generated earned media that represented 28% of total ad spend (411 Facebook posts + 1m users were impacted; 37,000 Facebook fans; 4,400 tweets and 1,552 followers; 1,088 mentions in blogs and forums; 453 mentions in news).

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