Branded Utility: Autodance by Just Dance 3
May 15, 2012
The Autodance mobile app just picked up a Gold Pencil at the CLIO awards, and rightly so. This is a great example of branded utility, where the brand, Just Dance 3 (Ubisoft) has created an entertaining and engaging experience for its consumers that they actually want to use. What’s more is that the users are generating the content themselves and sharing it with their friends. The user generated content is so strongly linked to the product experience and the inherently social aspect of the product that ‘anyone can dance’ with their friends.
It also wins brownie points from me for its simplicity. By recording your friends doing silly, awkward movements, the app then syncs all the movements to a choice of dance tracks available on the Just Dance 3 game to create an instantly shareable, personalised video clip that makes you look like a pro dancer.