BriefDance Central 2 stood out from its competitors with its collection of dance hits, professional choreography, and by being the first dance game to feature full-body side-by-side dance battles. In launching the game, our challenge was to promote these new features to a female audience aged 14-44 who were always on the move.ExecutionWe created a mobile app that was as fun, social, and innovative as the game itself. The app – Dance*Cam – let users star in their very own music video. It edits video of someone dancing to the beat of the song, adding visual effects, and 'auto-tuning' their moves so that they look like a dance superstar, even if they've got two left feet. To reinforce the new feature which lets users battle side-by-side, the app does the same; users can challenge their friend through Facebook, and their two videos are merged (from any two devices, anywhere in the world) into one automatically. Then their friends can vote for who they think danced bestResultWe successfully created a custom app from the ground up simultaneously across three platforms, inventively using Adobe's After Effects on Microsoft's Azure cloud computing network to make it all work. Dance*Cam promotes Dance Central 2 by giving users a fun, social, and innovative experience that not only complements the game, but enhances it. By giving users a social tool to share their best moves, we've created a piece of marketing that has as much longevity as the game itself.* When using the app and you “battle” someone else, their apps must be in same region for it to work. For example, if Person A is using the UK version, and Person B has the French version, it won’t work. Make sure each participant uses the same region: ie Person A downloads the UK app and Person B downloads the UK app