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Nintendo targets students with puppy Best in Show campaign

LONDON – Nintendo is taking cute puppies, handsome male actors and 'Micro Girls' to universities around the UK to promote its pet game 'Nintendogs' for the Nintendo DS and the Game Boy Micro.

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The campaign has been developed through Geoff Howe Marketing Communications and will tour universities including Brighton, Southampton, Warwick, Reading, Birmingham and Manchester in the run-up to Christmas.

Students are being asked to vote for the best puppy, with each male actor vying for the most votes for their four-legged friend to become the "best in show".

The puppy with the most votes will win a trip to Los Angeles to compete for the title of Nintendogs Best in Show 2006.

As part of the campaign, Nintendo DS consoles are available for students to play throughout the event week. By voting through filling out a form, students are automatically entered into a free prize draw to win a 'Nintendogs' and Nintendo DS prize pack.

Geoff Howe has designed posters and flyers picturing each of the four puppies pleading with students to vote for them. The posters will be put up around campuses before the sampling activity begins to create extra awareness and drive sales.

Promotional 'Micro Girls' will be on campus inviting sampling of the new Game Boy Micro handheld console in each of its four colours -- silver, blue, green and pink.

Dawn Paine, marketing director Nintendo UK, said: "Geoff Howe has come up with a truly different way of getting 'Nintendogs' into the hands of students. Humorous, cute, witty and above all direct, the activity has caught the eye of our colleagues across Europe."

The campaign follows Geoff Howe's acquisition of Bristol-based TigerRed for an undisclosed sum.

TigerRed specialises in activities such as live events, road shows, conferences and sales promotion. Clients include Honda Cars, Toys R Us and Cathay Pacific Airways.

Steve Connors, Geoff Howe chief executive, said: "TigerRed joining the Geoff Howe stable certainly compliments what we do. We can tap into its logistical and event management skills, and they will benefit from our scale and size, as well as creative and promotional planning ability."

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