One Direction – On The Road Again
Since their humble beginnings in 2010, British phenomenon One Direction have conquered the world, piling up an unstoppable run of awards and successes that brought boybands back to the fore of popular culture. On the Road Again, their fourth and final tour, was no exception, raking in well over $200,000,000 from 80 performances.
As part of Ubisoft’s global marketing campaign for Just Dance, the acclaimed developer leveraged the 1D platform to promote the game’s eagerly anticipated 2016 edition. Focusing on the US & UK legs of the tour, Ubisoft employed music-driven, colourful, and energetic content to get millennial ‘Directioners’ engaged, dancing, and on their feet.