Autodance, 2 by Crispin Porter + Bogusky Gothenburg for Ubisoft

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Autodance, 2

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Industry Video Games/Consoles
Media Design & Branding
Market Sweden
Agency Crispin Porter + Bogusky Gothenburg
Executive Creative Director Gustav Martner, Björn Höglund
Producer Mikael Lindqvist
Released January 2012

Awards

Epica Awards 2012
Branded Content Mobile Communications Silver

Credits & Description

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.