For Nintendo s first hardware launch in over four years, they want to make sure everyone knows about the 3DS. In the U.K., they want 85 percent of the country to have seen the TV ads three times before launch and give hands-on experiences to a half million people.
The campaign is a celebration of the 3D experience. There are two key elements: experiential and advertising. What will be a departure for us is how we fuse them together, in a way we haven t done before, said Nintendo U.K. marketing director Dawn Paine. In the campaign we will be showing consumers, real people, getting their first hands-on with 3DS at one of the events. And that in turn drives the people who see the ads to the sampling push. It s a virtuous circle. It s very fresh and different and very, Nintendo, because its all about genuine reactions, there is nothing fake or over-stated, it s all real.
Of course, there’s no practical way to show the 3D capabilities in standard media, but they have a plan for that. There s always a question about how you execute a 3D product in 2D. That s where the consumer reactions come into play, said Paine. It s not about the intricacies of the technology. The fact you can t see it on screen will tease and push people to trying it for themselves.
Source: MCV
