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CREATIVE   STRATEGY  


Nintendo History In the six years since the launch of the Wii, the Nintendo audience has shifted their attention. It’s time to return to the spot light.

1985- Nintendo Entertainment System

1996- Nintendo 64

2001- GameCube

2006- Wii

2011- Nintendo 3DS

Coming soon!


WII  U    


Our challenge The all new Wii U will be released for the 2012 holidays. It’s a new product from a trusted brand, but in a market that’s cluttered with options.

Raise Awareness

Increase Talkability

Successfully launch the Wii U


The Market Three major players dominate the market surrounded by a smatter of options. The question is, how to be different?

Role Playing Games

Casual Gamer Audience

Gamer Audience

Puzzle/Activity/Sport Games


STEREOTYPES It’s important to know how you’re viewed by the world. That’s the first step to making a difference.


XBOX


PLAYSTATION


Wii


The Future Market The launch of the Wii U provides the opportunity for change.

Role Playing Games

Casual Gamer Audience

Gamer Audience

Puzzle/Activity/Sport Games


Brand Preferences As boys become older their preferences for Nintendo decrease and their preferences for Xbox increase.

80  

70  

60  

50   Nintendo   40  

PlayStaIon   Xbox  

30  

20  

10  

0   Boys  6-­‐7  

Boys  8-­‐9  

Boys  10-­‐11  

Boys  12-­‐13  

Boys  14-­‐15  

Boys  16-­‐17  


8 Year old boys:

DESIRE INDEPENDENCE

PARENT DEPENDENT

ACTIVE

ADVENTEROUS


The Consumer

“Tech intuitive with expectation of creativity, customizability and personalization�-Iconoculture


Insights Consumer Insight

Kids want a life with no limits.

Media Insight

Media offers an outlet for creativity. Strategic Platform

Places & Spaces that bridge imagination and reality.


THE BIG IDEA

An idea as big as a child’s imagination


The Creative Concept The Nintendo school students learn about a national competition to transform their school into Nintendo land. They are ready to play, are you?

Diddy Kong’s Holiday Wish List

1. WII U! 2. Hot Wheels 3.Nintendo Land Game


The Competition A national competition that invites kids   to earn points and play for the chance to have their school remade into  

Nintendo Land.  


TELEVISION This campaign will nurture three network packages that span across television, digital media, and mobile.

TV


Microsite All media will lead children back to the Microsite where they will interact with the Nintendo School and play to earn points.

25

more days to earn points!

WELCOME TO

GAMES

SCORES

NINTENDO

LAND!

STORE

Join us!

Play to earn points for your school.

Win a Nintendo Land make over!

YOUTUBE


Print

Ads will be placed in National Geographic, Boy’s Life, and Sports Illustrated kids. WELCOME TO

NINTEN DO

Join us!

Play to earn points for your school.

Win a Nintendo Land make over!

LAN D!


Malls In order to promote trial, mall kiosks will be scattered across the country.

They will be placed in three categories: States where Nintendo is talked about, not talked about, and high traffic malls.


Trial in states where Nintendo is popular will increase brand popularity.

Trial in states where Nintendo has low interest will increase awareness of the Wii U.


Event


NUTS AND BOLTS


Schedule

TV Digital Mobile Movie Theater YouTube Mini Series (Weekly Episodes)

Print Competition


1/1/13 -2 Mini Games - Registering schools - Virtual World

1/15/13 -2 Mini Games -Photo Booth

2/1/13

2/14/13

-2 Mini Games -Valentine’s Day Cards -Avatars -Design your -Ecards own game

3/1/13 ANNOUNCE WINNERS


BUDGET Holiday    

Compe))on   Event    

Total   Spending    

TV  

$6,720,00 0  

$1,040,000  

$8,280,000  

Print    

$0  

(Cartoon   Network,   Nick,  and   Disney)    

Digital     $500,000  

(  Amazon  and   YouTube)      

Mobile     $100,000  

$615,000  

$7,500,000  

(Nick.com,  Cartoonnetwork.com,   Disney.com,  AddicInggames.com,   Games.com,  GameStop.com)    

$100,000  

Out  of   $1,730,000   $3,000,000   (mall  kiosks)   Home     (movie   theaters)    

$520,000  

$615,000  

$8,000,000  

$200,000  

$4,500,000   $9,230,000   Total   campaign   dollars:  

$26,325,000  

Produc)on  Costs:  App,  Microsite,  Mini  Series  (digital  and  TV),  

Downloadable  Avatars,  E-­‐Cards,  Mini  Games,  Designable  games,   Virtual  World,  Computer  picture  booth,  domain  name  


•  NINTENDO  ANNUAL  SPENDING  


EVALUTATION Percentage growth in revenue Number of times the Wii U was “added to cart� Percentage increase in store visitors Percentage growth in keyword searches Number of promotional QR Code scans How many times was Nintendo land micro-site visited Average amount of time spent on the microsite Number of application downloads


A campaign designed to bring Nintendo

BACK IN THE SPOTLIGHT


Appendix


SWOT Analysis

STRENGTHS! -  First brand to target non-gamers " -  Provides more opportunities for kids " -  Innovative " -  Can be used without a TV. " -  Appeals to nostalgic gamers, non-gamers, families, and children. " -  Bigger advertising budget. "

-  -  -  -  - 

WEAKNESSES! No new technology for the last six years. " Lack of social networking " Lack of video entertainment " Poor graphics" Wii is a single player unit. "

Nintendo appeals to the non-gamers, an audience previously untouched.

OPPORTUNITIES! -  The Wii U will be " Released right before the Holidays. " -  Apps for video " -  Growth in opportunities for the fitness gamer. "

- 

-  -  - 

THREATS!

X box and Play Station are developing opportunities for the non-gamer/ fitness gamer audience. " Smart Glass is a free app that will compete with the Wii and Wii U. " Xbox Kinect does not need a controller which appeals to older audiences. " Social gaming is cheap, easily accessible, and can be upgraded often. ) "


Path to Purchase


Budget Holiday    

TV   Cartoon   Network   Nickelodeon    

•  •  •  • 

30  sec  and  15   second  blend.     80  GRP  per   week   12  weeks   3  networks    

Disney    

=  $6,720,000  

Print    

$0  

Compe))on   •  •  •  • 

Event    

30  sec  and  15   second  blend.     80  GRP  per   week   8  weeks   3  networks    

=  $1,040,000  

•  • 

•  •  •  • 

Total    

30  sec  and  15   $8,280,00 second  blend.     0   80  GRP  per   week   4  weeks   3  networks  

=  $520,000  

3  months     Color,  full  page    

Na)onal   Geographic   Kids    

$295,260  

Sports   Illustrated   Kids    

$186,300  

Boy’s  Life    

$132,615  

$615,000  


Rich  Media   Standard  size    

Digital    

•  • 

Amazon  

$200,000  

YouTube  

$200,000  

Mobile    

$100,000  

Out  of   Home    

Movie  Theaters:   Half  NaIonal   Campaign-­‐  890   theaters,  5257   screens.  17   million   admissions.  For  8   weeks.     $1,730,000  

Packages  include:  Home  page  take   $7,500,0 overs,  1  day  road  blocks  ,  mini  games,   00   standard  ads,  show  site  sponsorships  

$500,000  for  10  sites  including  those   involved  in  our  TV  –  Digital  packages.    

$100,000  

$200,000  

•  Nick     •  Cartoon   Network     •  Disney     •  Addic)n g  Games   •  Games.c om   •  Games   stop    

Mall  Kiosks     Three  Elementary   $3,000,000   schools  receive     package     Nintendo  Land  make   overs   $4,500,000  

$26,325, 000  


Nintendo draft one