Featured · Work
Move over dad-dancing, because mum-dancing is taking over. To celebrate the launch of the new Just Dance 2022 game, we worked with Ubisoft and self-confessed mum dancer Kimberly Wyatt to celebrate the rise of the ‘mum-dance’ and encourage the family to get dancing together in the run up to Christmas.
Thanks to the popularity of dance-related social media trends, 2021 has seen a considerable increase in mums sharing their dance moves and has led to the rise in embracing the mum-dance! What do we mean by the mum-dance? It’s the classic, and often awkward, move that sees people shuffle their feet from side to side combined with some clicking of the fingers – or actually, the mum-dance can be whatever moves your mum wants to throw!
Our research showed that a whopping 73% of mums in the UK confess to being a mum-dancer, with over a third 34% saying they embrace it each time they dance and a fifth (21%) saying they still love to dance despite it making their children hide with embarrassment! The research, which was commissioned by Ubisoft – the publishers of family game ‘Just Dance’, also revealed the go-to mum dancing songs from a list of classic hits. Abba’s ‘Dancing Queen’ topped the list followed by Gloria Gaynor’s ‘I Will Survive’ and Queen’s ‘Don’t Stop Me Now’.
To help spread the word, we teamed up with Pussycat Doll and self-confessed mum dancer Kimberley Wyatt to encourage mums and their families around the UK to pick up a copy of Just Dance 2022 and get everyone dancing together and having fun.Despite an extremely crowded news agenda, the broadcast outreach drove coverage in 12 high quality BBC regional outlets with a 1.6M audience reach positioning Just Dance 2022 as a fantastic Christmas present for all the family.