Dance Central 2 needed a way to promote its newest features (new songs, new moves and full-body side-by-side dance battles) to an audience that was always on the move. Our solution was to create a mobile app that was as fun, social, and innovative as the game itself. The app - Dance*Cam - lets users star in their very own music video. It edits video of someone dancing to the beat of the song, adding visual effects and auto-correcting their moves in time with the beat. Users can then dance battle through Facebook with their friends deciding the winner.

Launch the campaign
Published
August 2012
Topics

The Story

Dance Central 2 needed a way to promote its newest features (new songs, new moves and full-body side-by-side dance battles) to an audience that was always on the move. Our solution was to create a mobile app that was as fun, social, and innovative as the game itself. The app - Dance*Cam - lets users star in their very own music video. It edits video of someone dancing to the beat of the song, adding visual effects and auto-correcting their moves in time with the beat. Users can then dance battle through Facebook with their friends deciding the winner.

To meet people where they are, we knew we wanted to create a mobile app that would go wherever they went – home, school, work or the club. With a wide variety of mobile users, we needed to be cross-platform and so we built three parallel apps for Windows, iOS and Android phones. These apps were released simultaneously, leaving no one behind. And to make it all work seamlessly, we applied Adobe’s After Effects on Microsoft’s Azure cloud computing network to process the videos in real time as they were filmed.

The Technology

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    Mobile

    iOS

    Android

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    Social

    Facebook Apps

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    Web/Apps

    HTML5

    WordPress

The Results

Dance*Cam is a toy that anyone can use. With hundreds of thousands of users and a quarter-of-a-million videos made, Dance*Cam promotes Dance Central 2 by giving users an experience that not only complements the game, but enhances it. By giving users a social tool to share their best moves, we’ve created a piece of marketing that has as much longevity as the game itself. And it’s pretty fun to play with.

Launch Date Jan. 19, 2012