For Nivea, Ranj developed an online game meant to deliver players their ‘moment of shine’. The game is part of the official website for Nivea Diamond Gloss and is linked to the Dutch TV programme Dancing Queen on the SBS6 network.
The goal is to beat the ruling Dancing Queen by copying her moves at a changing pace and rhythm. If players do well and become more popular with the crowd, victory is theirs. They become the new Dancing Queen.
Nivea Dance Battle is a viral that promotes the corporate image of Nivea. In an entertaining way players find out about the company and its (new) products. The game makes players want to come back, increasing the exposure time of the brand. The competitive aspect of the game attracts on-going traffic to the site. In a short period the game was played 100,000 times.