The campaign’s hub was the Xbox 360, where a branded destination informed users how to enter the online dance contest via a short video. In addition, the destination also hosted a play & win sweepstakes that randomly awarded JD3 gamers with an opportunity to win prizes. Directly within the Just Dance 3 (JD3) game, contest information scrolled along the in-game ticker and a microsite was developed allowing participants to view/share their submissions. Propel also partnered with Jimmy Kimmel Live to perform a staged skit that highlighted the JD with Propel contest. During the on-air integration, resident Kimmel funnyman, Guillermo, competed against Dancing with the Star’s Maksim Chmerkovskiy in a dance-off and emerged victorious. There was a two week in-store end cap at all Target store locations across the country. Target shoppers were offered a $10 Gift Card when they bought a Propel Zero 6pk and a copy of JD3. Propel was looking for an innovative way to introduce their new Propel Zero Powder Packets. Propel identified the mobile fitness trend as a great way to engage their audiences’ active lifestyle and built an integrated promotion leveraging multiple mobile fitness apps. We set out to create a program that took advantage of a popular trend in adult fitness – dance workouts. Propel maximized their partnership with the Just Dance game franchise by featuring the program across multiple channels. This holistic campaign drove strong user engagement across multiple platforms in a truly innovative way. Sales of Propel at Target increased 16%+ during the promotional period and over 8,100 users participated in the Just Dance 3 instant win and user-generated dance contest. Combination of earned and paid media drove over 10MM online impressions, while the successful on-air integration with Jimmy Kimmel Live reached an additional 1.7MM viewers.
