The Just Dance3 launch faced a very challenging context dominated by the economic crisis and threatened piracy. As a consequence Ubisoft estimated the biggest market crash since the Just Dance1 launch. As Christmas is the most important sales period, very ambitious objectives were set: to increase sales by 25% vs Just Dance2; be in the Top 3 games for Wii console and grow market share in ‘Wii category’ where Just Dance2 already had 74% market share.

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).

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.

We knew that, due to the economic crisis, people look for less expensive social activities and entertain more friends and family. This gave us the opportunity to move Just Dance3's positioning from dance to party, leveraging the fact that the console is at home (the new social activity epicenter).The promotional concept was based on the creation of the biggest cyber party where people would invite others to join their parties through social media. Just Dance3 would then bring the biggest party to life.