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
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Senior Account Manager/Account Director Reuben Sinclair £40000 - £55000 per hour + Bonus + Excellent Benefits, London
- Head of Digital Design. #BANNERCAMPAIGNS #EMAILDESIGNS Creative Recruitment £50000 - £55000 per annum, London
- Digital Project Manager. #WEBBUILDS #MOBILEAPPS #TABLETAPPS Creative Recruitment £35000 - £45000 per annum, Berkshire
- JUNIOR DIGITAL DESIGNER #ESHOTS #WEBDESIGN #SOCIALMEDIA Creative Recruitment £25000 per annum, London