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Turning pop-up foot traffic into pre-launch users, UGC, and real-world revenue through gamified brand activations.
DanceBreak, the AR dance game by TestJar Labs, came to Cresci Labs for Go-To-Market strategy and ecosystem development. While the game was still in pre-launch, we created a physical activation strategy that leveraged their existing product to generate revenue, build community, and grow their email list. From mall pop-ups to product partnerships, we helped them prove product-market fit early, doubling retail sales, generating thousands of impressions, and growing a list of over 3,000 future players.
DanceBreak needed a creative way to generate early traction, revenue, and audience growth while the product was still in development.
No app in market meant all traction had to be driven through offline or hybrid experiences
Needed to validate the concept and build a scalable model for future brand partnerships
We used DanceBreak’s interactive AR experience to create physical brand activations that merged commerce, entertainment, and content. Our strategy focused on:
Designing in-person gamified experiences that could drive retail performance and create UGC
Partnering with consumer brands to turn foot traffic into measurable sales
Collecting emails from every player to build a pre-launch user ecosystem
Positioning these activations as a future in-game feature for ongoing brand monetization
Pop-Up Activation Design: Built turnkey event playbooks using DanceBreak as a crowd engagement tool
Retail Integration: Partnered with Pixi Glow (and other Brands in the Future) to drive traffic and double sales in a single day
UGC + Impressions: Generated over 50 organic posts/stories and 7,000+ impressions from one event
Lead Gen System: Collected 3,000+ targeted email subscribers over two months leading up to launch
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