2012 Results

CAT 44 - Media & Entertainment Interactive (INT)

BRONZE

CP+B Scandinavia (SWEDEN)

Just Dance 3, "Autodance"44-01638-INT
 

URL: http://slowpoke.se/comp/2012/epica/autodance

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, Gothenburg

Chief Creative Officer: Rob Reilly

Executive Creative Director: Gustav Martner

Executive Creative Director: Bjorn Hoglund

Chief Creative Officer: 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: Jorgen 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 wanted to prove that anyone can Just Dance. Our answer was Autodance, the app that makes anyone dance, regardless of talent. Simply record your friends moving 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, which can be shared online.

Autodance is more than 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.

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
Appstore:
No 1 Music app in 14 countries
Top 10 (overall) app in 10 countries
Appstore reviews: 2647
Average score: 4/5

Description

Just Dance is the fun dance game series that anyone can pick up and play. But until now, the audience has been dominated by teenage girls. For the launch of Just Dance 3, our brief was to expand the audience to those who wouldn’t usually play dance games.