How it works?
A mysterious emergency box has been placed in the middle of the Piccadilly Circus. It invited people around to break the glass and take over the mobile phone placed inside the box. Once done, the phone allowed people to use the app pre-installed to control the giant DOOH screen. The screen in return displayed some Just Dance Now game moves from the app and encouraged people around to copy them. Other people could also join the action by downloading the Just Dance Now app and taking over the second screen in the same manner. Of course such event required some supervision, so dance actors have been hired to interact with people. Their task was to engage people around with the dance routine shown on the screen.
We love this Just Dance Now campaign due to the unique approach used to a standard DOOH ad placement. It definitely stood out of the other ads in the location and also generated lots of post-event buzz throughout the Internet. Carefully planned, the costs of such stunt are comparatively not huge and the brand also got free shares and views afterward. Overall, great idea and nice implementation. Well done for creating something unique!