Elemental Ubisoft community management online PR and social media case study for Just Dance and Just Dance 2

1. Ubisoft Just getting our dance on

2. Brief

3. Just Dance social Use social media to promote Just Dance Wii game in line with other channels Establish and manage social media channels for Just Dance brand Generate buzz ahead of Just Dance 2 and competition

4. Approach

5. Establish a presence Set up social channels including Facebook, Twitter, YouTube and Flickr Ensure all channels are working together supporting DM and digital ads Establish tone and style guide for Just Dance comms

6. Creating content Ensure social audience are rewarded with exclusive content and access Create a buzz about the Just Dance 2 launch and chance to star in the game Compliment online advertising across channels

7. Creating buzz opps Maximised celebrity involvement with give-aways and behind the scenes Created anticipation with pictures and competitions to keep buzz alive Integrated social, experiential and celebrity content

8. Celebrity goodness Real-time communication with celebrities and fans (cards mailed to fans) Held an online Q&A with Diversity via Facebook and Twitter Set social strategy and tone for move in-house at Ubisoft

9. Impact

10. Engaged audience An engaged social (key target) audience on Twitter and Facebook Through encouraged participation, social audience grew quickly organically Active participation via comments and content sharing

11. An active community Campaign reached more than 150,000+ in one-months activity Community actively engaged and loyal fans from celebrity integrated 10,000+ organic audience in a matter of weeks

12. Brand legacy Successfully created and managed the social media channels enabling the Just Dance brand to evolve and be positioned for the release of the widely Anticipated future games piggybacking off past activity

13. Multi-channel activity The Ubisoft Just Dance activity was a multi-agency campaign that required Integrating and leading with social media to enhance, support and/or the Other channels needed to successfully launch the games

14. Elemental profile

15. Background: Founded in London, England in 2001, Elemental is an independently owned communications consultancy Brand adidas, Bahamas Tourist Board, InfoSpace, Intel, NESTA, New Line Cinema, MGM MIRAGE, experience: Reebok , Russell Athletic, Topman, Ubisoft, Universal and more Core services: Content strategy , digital marketing, media relations, PR, online reputation management and social media Client sectors: Charity, entertainment, fashion, FMCG, media, music, niche businesses, retail, start-ups and technology (across B2B and B2C audiences) Mission : To create positive seamless relationships between brands and consumers through ethical integrated comms. Continually share our experiences through thought leadership articles, our blog and/or media outlets. To be transparent in what we do and the production work that we deliver challenging the industry and the environments we work within Markets: Europe: Estonia, France, Germany, Italy, Netherlands, Northern Ireland, Poland, Spain and United Kingdom Worldwide: Australia, Canada and United States of America (USA) Published media: Magazines: Including .net, Admap, brandrepublic, B2B Marketing, BBC, Computer Arts, Catalogue & e-business, CorpComms, Digital Arts, Direct Commerce, Internet Works, Mad.co.uk, Making Money, Marketing Week, Media Week, Music Ally, New Media Age (NMA), PR Week, Sports Insight, The Venturer, TechRadar, Third Sector and Web Designer Books: Quoted in Brilliant Online Marketing, Online Marketing for Business and The Bloggers Handbook Radio: BBC Radio Three minute profile elemental

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