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Ubisoft Just Dance
Hiring America to Launch a Product

RAN IN: United States

CLIENT
Ubisoft

Tony Key, Senior Vice President of Marketing and Sales
Adam Novickas, Director, Marketing
Scott Sappenfield, Associate Director, Marketing
Carrie Feigel, Brand Manager

AGENCY
Nomadic Agency *Lead Agency

Greg Orlowski, Associate Creative Director
Dave Hoffman, Senior Copywriter
Sophie Lin, Account Supervisor
Tim Washburn, VP - Creative Director


Wheelhouse Productions

Brian Kessler, Creative Director
CJ Edwards, President/Executive Producer


Prizelogic


SUMMARY

Just Dance was a new product with a modest marketing budget, but a grand goal: become the leader of the dance game category. We had to do more than market the product, we had to start a movement. So, we hired America to build our campaign, paying hundreds of people to play the game with others, then share videos of their experiences. By 8/31/10, the campaign yielded over 6.1 million unique views, over 10,000 unsolicited user-created videos, an AdWeek top-ten TV spot, and over 2 million units sold.

CASE STUDY

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CASE VIDEO


Hero Medium: Consumer Involvement

Medium Featured On Video: TV, Interactive, Events, Packaging, Consumer Involvement

Audience: Launch or relaunch a brand/product,Speak to brand influencers, Speak to Teens , Speak to Young Men,Speak to Young Women, Speak to Families,Speak to Mothers

Type: Business to Consumer

Classification: National

Language: English