Nintendo targets girls in Starcom+ cross-media deal

Nintendo is targeting girls with the latest addition to its gaming product range through a crossmedia sponsorship deal created by Starcom+, the sponsorship division of Starcom.

The Nintendo GameBoy Advance Pink is positioning itself as the ultimate fashion accessory for the summer to an increasingly important target audience of young female gamers.

The campaign, which launched yesterday (Monday), includes sponsorship of fashion andmusic programme MTV Style with a competition to win a day behind the scenes at MTV Styleand a makeover worth £500.

Starcom+ has also arranged a similar competition on Nickelodeon to appeal to a younger audience, in-store promotion, press ads in teen magazines and online activity through Starcom Digital.

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