Crispin Porter + Bogusky for Just Dance 3 – AutodancePosted: January 22, 2013 | |
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, the brief was to expand the audience, with no media spend.
To promote the release of Just Dance 3, Crispin Porter + Bogusky 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.
The app proved so successful it’s now been incorporated into Just Dance 4.
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
Advertising Agency: Crispin Porter + Bogusky, Gothenburg
Creative Director: Mattias Berg
Copywriter: Jim Connolly
Art Director: Mattias Berg
Production Company: 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
Interactive Developer: Martin Furuberg
Motion Designer : Motion Designer Jörgen Bengtsson
Visual Designer: Stephano Dinamarca Fernández
Visual Designer: Mattias Nordenham