Nintendo
Nintendo of America
Objective: To assist Nintendo of America with the post-launch marketing and branding of the new Wii game system.
Strategy & Execution: The most unique aspect of the new Wii game system is the hand-held remote that allows players to interact wirelessly with the game screen. Capitalizing on this point of differentiation among its competitors, Nintendo designed a keychain flashlight replica of the remote. Even better, the lighted element of the keychain was a blue light, similar to the blue LED light on the real remote. The keychain was promoted on Nintendo websites as a free gift for new subscribers of Nintendo Power Magazine. The “gotta have it” appeal of the keychain quickly made it a hot topic on Nintendo blogs and on gaming bulletin boards. The keychain may even earn a “bonus life” as there has been significant interest from retail stores to offer the item for re-sale.
Results: Immediately following the promotion, there was a distinct and significant spike in subscriptions to Nintendo Power Magazine. To date, over 130,000 Wii Lighted Remote Keychains have shipped with even more purchase orders submitted.
Strategy & Execution: The most unique aspect of the new Wii game system is the hand-held remote that allows players to interact wirelessly with the game screen. Capitalizing on this point of differentiation among its competitors, Nintendo designed a keychain flashlight replica of the remote. Even better, the lighted element of the keychain was a blue light, similar to the blue LED light on the real remote. The keychain was promoted on Nintendo websites as a free gift for new subscribers of Nintendo Power Magazine. The “gotta have it” appeal of the keychain quickly made it a hot topic on Nintendo blogs and on gaming bulletin boards. The keychain may even earn a “bonus life” as there has been significant interest from retail stores to offer the item for re-sale.
Results: Immediately following the promotion, there was a distinct and significant spike in subscriptions to Nintendo Power Magazine. To date, over 130,000 Wii Lighted Remote Keychains have shipped with even more purchase orders submitted.
shared from PPAI case studies