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Ubisoft: Just Dance & Just Dance 2 on Wi

Generating excitement and anticipation for the game through social media and community management

Brief

We were part of an multi-agency campaign to boost early sales of Just Dance 2 on the Wii through community building, participation in experiential activity and celebrity involvement. Elemental amplified activity undertaken by other agencies, including advertising, and led with social media in order to drive success and have active conversations around Just Dance and the upcoming Just Dance 2.

Approach

Established an inter-agency framework, to gauge timelines and level of activity to unfold. Built social media channels including Facebook, Twitter, YouTube and Flickr, ensuring that each of the channels were working together to support other activity, including advertising. Established an authentic tone of voice to ensure the young and vibrant audience were able to relate to the brand. Rewarded the community with exclusive content and access to celebrities. Integrated social media with experiential activity - delivering real-time engagement.

Impact

Through creating dynamic talking points around the game, activity, content and celebrities we built an engaged online community, consisting of the relevant demographic. Just Dance fans were actively participating with Twitter and Facebook channels; helping to grow the audience quickly and organically with over 10,000+ in a few weeks. During one month of activity, the campaign reached more than 150,000 people. It was the start of the growth of the Just Dance platform as continued to grow to become an active, engaged and loyal fan base.


Tags: Ubisoft, video games, wii games, just dance, just dance 2, games, interactive entertainment, online community, social media