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Nintendo IMC Campaign
Transcript of Nintendo IMC Campaign
Reinforce strength of existing brand equity
Inform unknowing customers of Wii U
Differentiate from smart phone/tablet market
Differentiate from Wii
Establish target market for Wii U
How can we solve this problem?
Branding and Positioning
Lack of Wii U awareness
Game apps on phones/tablets
Market targeting ambiguity
Targeting hardcore gamer segment
Not technologically sufficient
Entertainment Made Simple
Wii 2006: Blue Ocean
"Get Retro" Campaign
Advertisement by Frame
The "Nostalgic Factor"
There's some Nintendo in all of us
G4, NBC, Spike, Joe TV
Game Informer, Wired, Mental Floss
IGN, The Onion, Huffington Post
Inform Persuade Remind
Wii U 2012: Red Ocean
Easy to use
Leverage first-party software
Mario, Zelda, Donkey Kong etc
Appeal to aging demographic
Grew up with Nintendo
Increased spending power
All in one, no hassle
Sales and Promotions
Large degree of budgetary freedom
$10.5 billion in free cash flow!
Despite recent losses in sales...
If Nintendo took a $257 million loss every year....
They can support themselves until 2052!
Divol, Edelman, & Sarrazin's Strategies
Monitor and learn from customers
Response and interaction
Amplify and support
Lead consumer behavior
Update Gaming Blogs
Build upon existing PR
Pop-up stalls in malls of major cites
Customers can try out games and consoles while Nintendo employees answer questions
Character appearances, prizes, and giveaways
Mario Kart 8 Bundle
Special edition bundle combining the Wii U and new Mario Kart game
Demand for the game drives sales of the consoles
Easily combine advertising for the console with the game
It has been proven to be successful in the past