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RETAILBIZ: JUST DANCE 2 MCV 24/09/10 45
The game’s distinct visual style returns, giving players colourful characters to follow as they dance
MARKETING THE MOVES
To ensure dance fans, gamers and even those previously unaware of the Just Danceseries go and buy the game, Ubisoft is launching a heavyweight marketing campaign. Ads will run across TV, print and
POS, while special events will put Just Dance 2at the forefront of consumers’ minds. The TV campaign will begin two
days before the launch with an advert shown during The X Factor. TV advertising will run in three phases: the first in October with a reprise in December and early 2011. Consumers will be able to try out
both Just Dance 2and Michael Jackson: The Experience first hand with Ubisoft’s shopping centre tour. A younger audience will also be
For consumers who wish to funky chicken their way to fitness, the aptly named Just Sweat mode gives gamers the ability to monitor the amount of energy genrated through the more challenging routines of the game. Even players with two left feet can avoid exclusion. Onscreen lyrics give those without dance ability the chance to redeem or humiliate themselves through the power of song. This also gives the more talented gamers the chance to sing and dance to tracks simultaenously. Once again, Just Dance sets out to appeal to a universal audience through its track listing. With 44 new songs and routines to choose from, there is something for everyone including classics from The Jackson 5, Donna Summer and
Elvis. There are also more modern hits from the likes of Ke$ha, The Pussycat Dolls and Fatboy Slim.
A NEW SOUND
Gamers can continue to dance to new songs long after the game’s launch with Ubisoft planning to release a wide range of downloable tracks post-launch. The impressive backdrops to the choreography return, ranging from the classic gaming visuals of arcade icon Space Invaders to famous landmarks such as the pyramids. With its combination of simple controls, complex routines, enhanced multiplayer modes, diverse tracklist and more accurate body tracking, Just Dance 2 could well top the successes of the original, ensuring that consumers will be dancing well into next year .
targeted as part of a student union tour that will see the Just Dance Disco Bus visit different unions. The bus will have a customised dancing machine, LED dancefloor and disco glitter ball where students can trial the game. Studio Valbonne, one of London’s
top nightclubs, will play host to a lauch party a week before the game arrives. Members of the media and press will be able to play the game as well as hit the dancefloor as DJ Yoda plays a set. A print campaign will appear in a
range of women’s weekly magazines and online ads will run on Facebook and MSN Messenger, ensuring that interest is fuelled surrounding the launch of the game. Alongside the print, online and
television campaigns, innovative point of sale adverts will include bright, neon standees and FSDUs. There will also be a live retail launch event featuring Britain’s Got T
alent’s winning dance act Diversity.
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