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Nintendo’s aggressive pre-launch promotion of the its Nintendo 3DS will provide almost blanket coverage, with 85 per cent of the UK population estimated to have seen the ad three times by the time the handheld hits stores on March 25.
In addition, almost half a million will have been able to get hands-on time with the 3DS before launch.
“The campaign is a celebration of the 3D experience,” UK marketing director Dawn Paine told MCV. “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.
“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.”
Paine admits that promoting a 3D product in a world of TV broadcasting posed a challenge, which is why the reactions of users is Nintendo’s primary line of attack.
“There’s always a question about how you execute a 3D product in 2D. That’s where the consumer reactions come into play. 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,” Paine concluded.
The Nintendo 3DS will launch in the UK on March 25.
With the 3DS set to break all UK launch records, Nintendo’s marketing appears to be working.
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