Ubisoft has teamed up with some of the biggest dancing, singing and make-up brands around to ensure Just Dance 3 is another smash hit.
It has partnered with cosmetics chain Superdrug to get display units in front of thousands of potential girl gamers. These will appear in 880 stores across the UK with visibility at Miss Sporty beauty bar hotspots. This will be backed up by a multi-million pound TV ad campaign which kicks off in October during X Factor.
After a break in November, ads will return in December and run up to Christmas.
Ubisoft is also sponsoring Katy Perry’s 17-show UK tour from October to November, with a Just Dance disco bus trialling the game and VIP tickets being given away. A video of the pop superstar and fans dancing to ‘Firework’ in Just Dance 2 will air on a big screen at each gig.
The new game will be playable at seven UK shopping centres including Westfield’s new Stratford centre.
A celeb-studded launch party will take place in time for the game’s October 11th release while online ads will appear on MSN, Last.fm, YouTube, Facebook and ITV Player.
Just Dance 3 marks the 30m-selling Wii dancing series’ twirl to Xbox 360 Kinect and PS3 Move. The franchise holds over 80 per cent market share in the dancing game sector.
“Miss Sporty is a popular make-up brand with young girls and is a perfect fit for Just Dance 3, particularly given the shared target audience,” said Ubisoft brand manager Rachael Grant.
Katy Perry added: “I’m a fan of Just Dance 3 and I’m glad it brings people together to dance, just like I get to do on my tour.”