In Case of Groove Emergency: Break Glass
Gail Chiasson, North American Editor
‘Just Dance’, the number one dance game developed by Ubisoft, Montreuil, France, that’s now available for smartphones with the application ‘Just Dance Now’, had people dancing in the streets at London’s Piccadilly Circus in early November.
In partnership with The Coca-Cola Company and Ubisoft, Biborg agency, Paris, organized an innovative event at Piccadilly Circus in co-operation with Sedley Place, London, to support the promotion of the mobile game.
The ‘Just Dance Now’ app offers a new way of playing ‘Just Dance’ by using the smartphone as a controller in conjunction with a connected display (PC, connected TV or tablet) and a connection to the related website. Available on the App Store and Google Play, the mobile game ‘Just Dance Now’ allows the user to play simultaneously with an unlimited number of friends and benefit from a social and personalized experience.
At Piccadilly Circus, one of the most iconic squares in Europe, the campaign allowed pedestrians to play ‘Just Dance Now’ on Coca-Cola’s digital OOH screen. An ‘emergency box’ in Just Dance Now’s brand colours was placed in the center of Piccadilly Circus, to arouse curiosity among passers-by. The box contained a smartphone and a call-to-action: “in case of groove emergency: break glass.”
By tapping the play button on the ‘Just Dance Now’ app, the users were connected automatically to the big Coca-Cola screen with music starting to play around the square. ‘Just Dance’ dancers arrived to surprise the unsuspecting users, inviting them to dance and play ‘Just Dance Now’, and they were quickly joined by other passers-by wishing to participate in the game.
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