Just Dance 2

Dominic Sacco

Just Dance 2

Just Dance took the world by storm, so it was inevitable that the series would continue with Just Dance 2.

After all, how could Ubisoft not produce a sequel to a game that sold more than four million units worldwide and achieved four weeks at the top of the UK charts?

The resultant Just Dance 2 builds on the accessible yet ambitious choreography of its predecessor. Players don their dancing shoes for a range of new routines influenced by new music styles including Bollywood and Reggaeton.

Alongside the new routuines are a range of modes including a Duet mode, a Face-Off mode and a mode designed to aid players using the game as a fitness tool.

“Just Dance was such a great success that we really wanted to build on the features that helped make it that success, so Just Dance 2 is an improved and polished sequel,” says brand manager Rachel Grant.
“There are enhanced multiplayer options, updated visuals, an improved detection system, and of course bigger and better songs to dance along to.

“Dancing has become more and more popular in the last couple of years with an influx of TV programmes and contests dedicated to the genre, and the success of the Just Dance franchise proves more than ever how popular this genre is amongst the general public today.”

DANCE OFF

One new feature of Just Dance 2 is the Duet mode, which will see consumers pair up and dance to choreography that includes moves and poses that respond to actions of the other dancer.

The Dance Crew Face-Off mode allows gamers to create their own team of up to eight players, and take part in dance contests that involves passing the Wii Remote between the crew.

For consumers who wish to funky chicken their way to fitness, the aptly named Just Sweat mode gives gamers the ability to monitor the amount of energy genrated through the more challenging routines of the game.

Even players with two left feet can avoid exclusion. Onscreen lyrics give those without dance ability the chance to redeem or humiliate themselves through the power of song.

This also gives the more talented gamers the chance to sing and dance to tracks simultaenously.
Once again, Just Dance sets out to appeal to a universal audience through its track listing.

With 44 new songs and routines to choose from, there is something for everyone including classics from
The Jackson 5, Donna Summer and Elvis. There are also more modern hits from the likes of Ke$ha, The Pussycat Dolls and Fatboy Slim.

A NEW SOUND

Gamers can continue to dance to new songs long after the game’s launch with Ubisoft planning to release a wide range of downloable tracks post-launch.

The impressive backdrops to the choreography return, ranging from the classic gaming visuals of arcade icon Space Invaders to famous landmarks such as the pyramids.

With its combination of simple controls, complex routines, enhanced multiplayer modes, diverse tracklist and more accurate body tracking, Just Dance 2 could well top the successes of the original, ensuring that consumers will be dancing well into next year.

MARKETING THE MOVES

To ensure dance fans, gamers and even those previously unaware of the Just Dance series go and buy the game, Ubisoft is launching a heavyweight marketing campaign.

Ads will run across TV, print and POS, while special events will put Just Dance 2 at the forefront of consumers’ minds.

The TV campaign will begin two days before the launch with an advert shown during The X Factor. TV advertising will run in three phases: the first in October with a reprise in December and early 2011.
Consumers will be able to try out both Just Dance 2 and Michael Jackson: The Experience first hand with Ubisoft’s shopping centre tour.

A younger audience will also be targeted as part of a student union tour that will see the Just Dance Disco Bus visit different unions. The bus will have a customised dancing machine, LED dancefloor and disco glitter ball where students can trial the game.

Studio Valbonne, one of London’s top nightclubs, will play host to a lauch party a week before the game arrives. Members of the media and press will be able to play the game as well as hit the dancefloor as DJ Yoda plays a set.

A print campaign will appear in a range of women’s weekly magazines and online ads will run on Facebook and MSN Messenger, ensuring that interest is fuelled surrounding the launch of the game.

Alongside the print, online and television campaigns, innovative point of sale adverts will include bright, neon standees and FSDUs.

There will also be a live retail launch event featuring Britain’s Got Talent’s winning dance act Diversity.

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