2013 PR People to Watch: Shannon Kelly

Shannon Kelly, PR Manager, Ubisoft

Shannon Kelly has played a key role in elevating Ubisoft’s Just Dance video game franchise into a pop culture mainstay. Her objective for the Just Dance 4 branding campaign was threefold: align the brand with celebrities and their social media channels to appeal to the game’s core audiences; showcase fitness elements of the franchise and break into new markets. The strategy has paid off nicely: In her first year working in PR Just Dance garnered nearly 400 million impressions and 132 features in print, online and broadcast outlets, along with more than 42 million games sold.