Nintendo DS provides brain games microsite for Times Online

by Alison Donnelly, Marketing 25-Apr-08, 14:50

LONDON - Nintendo DS Lite and Times Online have linked up for a nine-month campaign, which will promote the benefits of adult games and puzzles.

I-D Media London will build a series of monthly interactive brain-training puzzles as part of a cross-media partnership with Nintendo DS Lite and its Touch! Generations range of software titles for the DS console.

This is the first time that Nintendo has marketed its brand through a tie-in with Times Online and the campaign includes an interactive microsite and advertising in both the online and print editions of The Times and The Sunday Times.

The goal is to promote awareness of the benefits and fun of puzzle games to an adult demographic and the campaign microsite, developed by I-D Media, sits in the Surprise Yourself page of the Life and Style section of TimesOnline.co.uk, that promotes the health benefits of a number of different types of brain training games.

Each of the games in the campaign will test a different aspect of brain training from numeracy and information processing to short-term memory and all games are based on Nintendo's Dr Kawashima's Brain Training series.

The game site includes a choice of games that increases with each month, instructions and a league table to create an air of competitiveness. An optional invitation to register is given after game-play and gives the user a place on the league table and automatically enters them into a prize draw that runs in conjunction with each new game.