Nintendo mind game in promotional blitz

by Ed Kemp, Marketing 27-Jun-07

Nintendo is unleashing a raft of activity to support a month-long pan-European TV launch campaign for its More Brain Training game that features Oscar-winning actress Nicole Kidman.

Ads for the Nintendo DS game, which launches across Europe on Friday (29
June), broke on Monday. Further TV executions, including vox pop-style
ads and 90-second infomercials, will follow throughout the summer.

The spot shows Kidman at home playing the game, which involves tasks

such as memorising numbers. She then reveals her 'brain age' at the end
of the ad. The Moulin Rouge! star will also appear in print ads across
Europe.

The release will be supported by substantial experiential and sampling
activity through bd-ntwk. The games company is planing a National Brain
Age Challenge, with mobile units travelling the country to offer
consumers Brain Age Checks. It will also promote the game in gyms,
shopping centres and garden centres, as well as events including The
Retirement Show at Olympia.

More Brain Training is one of a growing number of games Nintendo is
using to target a wider audience than gaming's traditional core of
teenagers and young men.

Ads for the first Brain Training game were voiced by Who Wants to be a
Millionaire host Chris Tarrant.