Promoted from BEN Group
Ubisoft gets users dancing to its tune
Ubisoft, the developers behind long-running video game franchise Just Dance, wanted to bring the latest edition of the series to its young target audience. So, where better to go than where they live online, on TikTok and Instagram?
With the aim of showcasing the gameplay experience, maximizing engagement on the app itself and drive overall sales of Just Dance 2020, BEN’s AI selected an ideal list of influencers and the team moved to secure a range of huge TikTok names with cross-platform followings – including social star Loren Gray.
She starred in a TV spot and helped create a mix of Just Dance-themed photo and video content that lived on Ubisoft’s owned digital channels.
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Content Publishers
You know what they say: content is king. Great content brings in customers to every industry. It’s a key acquisition channel for just about any product and service.
Think about it: when you want to know about a company or a product, what do you do? You check it out online. Whether you’re researching a product on a review site, reading news about a brand’s latest release, or discovering new obsessions in your news feed, it’s content that makes it all possible.
March 8, 2021
Download the free guide, The rise of product placement and influencer marketing created in partnership with BEN
For brands that want to make a cultural impact, the data suggests a clear way forward: a triple combination of influencer marketing, product placement in TV and film, and direct partnerships with artists.
Influencer marketing is twice as effective as digital ads, most of which are outright ignored by audiences, according to an MPG study. Meanwhile, streaming is rapidly becoming the main way people devour long-form content – meaning that if brands want to reach the 89% of viewers now regularly eschewing linear television (per The Hollywood Reporter), smart placements within content should be the strategy of choice.