2012 Results

CAT 26 - Mobile Communications (BC)

SILVER

CP+B Scandinavia (SWEDEN)

Just Dance 3, "Autodance"26-01531-BC
 

Agency (city): Crispin Porter + Bogusky, Gothenburg

Creative Director(s): Mattias Berg

Copywriter(s): Jim Connolly

Art Director(s): Mattias Berg

Production Company (& City): Adore You

Chief Creative Officer: Rob Reilly

Executive Creative Director: Gustav Martner

Executive Creative Director: Bjorn Hoglund

Creative Technology Director: Per Rundgren

Head of Interactive: Marcus Aslund

Producer: Mikael Lindqvist

Associate Experience Director: Jordan Clayton-Hall

Associate Experience Director: Tommy Carlsson

Senior Interactive Developer: Mikael Hellqvist

Senior Interactive Developer : Stefan Hallén

Interactive Developer: Martin Furuberg

Motion Designer : Motion Designer Jörgen Bengtsson

Visual Designer: Stephano Dinamarca Fernández

Visual Designer: Mattias Nordenham

Group Strategy Director: Gavin May

Business Director: David Clyde

Group Account Director: Charles Faircloth

Assistant art director: Joakim Khoury

Short explanation

To promote the release of Just Dance 3, we created Autodance, an app that proves anyone can Just Dance. Simply record your friends doing stuff and the app syncs their movements to a choice of dance tracks from the video game. Like magic, your friends will be shaking their stuff in a branded music video that can be shared online.

Autodance is more than just a fun app. It’s a fun tool to get people to make and share our ads for us. Each user-generated video acts as an advert for Just Dance 3, and features our tagline “Anyone can Just Dance”, along with an end card for the game.

With no media spend, Autodance exposed Just Dance 3 to a new audience of millions. And over Christmas 2011, Just Dance 3 became the best-selling video game in Europe.

Campaign site URL: http://slowpoke.se/comp/2012/epica/autodance
Download app link: www.justdancegame.com/autodance/ios

Results:
App Downloads: 6.3 Million
User-generated videos: 32 Million
Video views (in phone): 118 Million
Video views (on Facebook): 32 Million
Total video shares (Facebook and Youtube): 2.9 Million
Facebook likes: 4.3 Million
Facebook comments: 2.4 Million

Description

Just Dance is the fun dance game series that anyone can pick up and play. But until now, the audience has been limited to teenage girls. For the launch of Just Dance 3, our brief was to expand the audience, with no media spend.