GH and Nintendo
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The document discusses several marketing campaigns that an agency worked on with Nintendo to promote various Nintendo products over multiple years, including the original Wii launch in 2006, Nintendo handheld systems like Game Boy and DS, Wii Fit in 2008, a promotional event for Pokémon Diamond and Pearl in Times Square in 2008, and the original Pokémon launch in the US in 1998. Key tactics included leveraging PR, word-of-mouth marketing, viral activities, media placements, events with games and activities, and partnerships. The campaigns successfully generated billions of media impressions and helped make the products successes.
GH and Nintendo
- 1. On Nov. 19, 2006, Nintendo introduced a new kind of video game system. The Wii console featured a unique interface and style of play. We worked with Nintendo to develop a strategy that leveraged traditional PR tactics, word-of-mouth marketing and viral activities to build buzz and advocacy for Wii. For the launch campaign alone the team placed more than 10 billion impressions. Wii and its motion controls were widely embraced as the new order of video game products and play.
- 2. Consumers have always responded with enthusiasm to Nintendo’s portable video game systems, and we have been there every step of the way. From multiple varieties of the Game Boy brand to the current Nintendo DS family of systems, we have worked with Nintendo to communicate the on-the-go fun that its games provide. As the systems have evolved, so have their users. Today people of all ages use Nintendo’s hand-helds to train their brains, cook recipes and have fun together.
- 3. How do you turn what looks like an ordinary bathroom scale into a legitimate fitness tool and the most innovative video game going? With a few key assets and simple, effective messages, in the space of three months, Nintendo’s Wii Fit became a media darling, the fitness choice for gamers and a craze for everyone from families to P.E. teachers. We placed Wii Fit features in more 2,000 publications such as Newsweek and Shape, with impressions totaling more than 2 billion.
- 4. We worked with Nintendo to transform Military Island in New York’s Times Square into an urban oasis for a day, complete with game kiosks nestled in 50 tons of sand, a pool, lounge chairs and fruity drinks. The visual spectacle attracted thousands of participants and was featured on Good Morning America through a live remote broadcast. The campaign’s creative ideas produced more than 1.6 billion media impressions and propelled the game to one of the most prominent releases in Nintendo’s history.
- 5. We helped Nintendo launch the Pokémon phenomenon in the United States in 1998, and the franchise is still going strong. To drive awareness for the launch of Pokémon Diamond and Pokémon Pearl, we worked with Nintendo to develop a launch event that included a timely, charitable Earth Day partnership, use of new media site Twitter.com and even an “appearance” on the Today show. A record-setting 5,000 consumers attended the launch event, and the titles have sold more than 5.7 million in the United States alone.