Just Dance, the number one dance game developed by Ubisoft, is now available for smartphones with the application Just Dance Now. The 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 website www.justdancenow.com.
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 personalised experience. In partnership with The Coca-Cola Company and Ubisoft, Biborg organised an event in Piccadilly Circus in co-operation with Sedley Place on the 8th of November 2014 to support the promotion of the mobile game.
The campaign allowed passers-by to play Just Dance Now on Coca-Cola’s digital OOH screen, one of the most iconic squares in Europe. An « emergency box » in Just Dance Now's brand colours was placed in the center of Piccadilly Circus, to arouse curiosity amongst people. 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 and music started to play around the square. ‘Just Dance’ dancers arrived inviting people to dance and play as well, soon they were quickly joined by other passers-by wishing to participate in the game.
There were 1.5M views on the video, 77K likes on Facebook and it only took 5 hours to shoot everything.