• Nintendo – ​Engaging kids and parents with an ‘always on’ press office approach​
  • Nintendo – ​Engaging kids and parents with an ‘always on’ press office approach​

Nintendo – ​Engaging kids and parents with an ‘always on’ press office approach​

Engaging kids ​& parents with an always-on press ​office approach: ​A year in the life of the Nintendo Press Office​.

Business Challenge:

Maintaining number 1 status in a landscape of increasing competition.

Objective:​

Maintain ongoing awareness of 50+ software titles over the course of the year with kids and their parents and demonstrate the family-led benefits of playing Nintendo.

Strategy:

Ensure Nintendo is constantly front of mind with ​the target audience via an ‘always on’ press office approach that heroes key software titles with a focus around key purchase times e.g. Christmas and the summer holidays.​

​Solution:

  • YouTuber relations: Build & foster editorial (non paid) relationships with 150 YouTubers giving them early access to news & product​
  • Family blogger network: Work with a network of parenting influencers (bloggers & instagrammers) providing product & demos​
  • Product placement: Traditional placement of product in kids press, gift guides, tech pages ​
  • Event amplification: Securing press & YouTuber attendance at multiple ‘hands-on’ events throughout the year​

Business Impact:

NES Classic Mini sold out across the UK; Nintendo Switch sold 88,000 units in its first weekend ​(double that of the previous console, the WiiU) .​

Super Mario Run (Nintendo’s first mobile game) downloaded more than 2 million times in the first 2 hours​.

Pokemon Sun & Moon the UK’s fastest selling Nintendo game ever​.

Category

Entertainment, PR