Nintendo drops celebrities for Wii U launch campaign
Nintendo is dropping celebrities from its advertising, as part of the launch of its Wii U video-game console.
The UK launch campaign for the product will match the brand’s investment in the unveiling of its first Wii console seven years ago.
Nintendo will also run a multimillion-pound campaign for its handheld 3DS XL device, as the business looks to return to profitability.
In April, it reported its first annual loss, as it struggled to cope with the rising popularity of gaming on mobile devices, and a long period without a home video-game console launch.
Nintendo’s UK marketing and PR director Shelly Pearce told Marketing that the brand will launch a standalone Wii U brand channel on YouTube, to act as a ‘central hub’, allowing consumers to upload their own videos.
Pre-Christmas activity will focus on hardcore gamers, before the focus switches to target a wider family audience in the New Year.
Experiential will comprise 20% of media spend, in an attempt to get Nintendo products ‘into people’s hands’.
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Head of Digital Operations Macmillan Cancer Support £50,000 - £55,000 +Benefits, London (Central), London (Greater)
- Content Marketing and SEO Manager Lynda Up to £40,000, Central London
- Digital Delivery Manager Cancer Research UK £35000 per annum + + excellent benefits, London
- BTL AGENCY ACCOUNT HANDLERS - integrated, shopper, sales promotion, retail, digital Judi Patton £22K-£55K, London (Central), London (Greater) / London (East), London (Greater) / London (North), London (Gr...
- Senior Account Manager The Great & The Good £35000 - £40000 per annum + great benefits , London
- Client Partner The Great & The Good £80000 - £90000 per annum + significant benefits, London