EXCITEBOTS LAUNCH by Goodby Silverstein & Partners San Francisco for Nintendo

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EXCITEBOTS LAUNCH

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Industry Video Games/Consoles
Media Promo & PR, Case study
Market United States
Agency Goodby Silverstein & Partners San Francisco
Released April 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: NINTENDO
Product/Service: VIDEO GAME
Agency: GOODBY SILVERSTEIN & PARTNERS
Date of First Appearance: Apr 20 2009 12:00AM
Entrant Company: STARCOM USA, Chicago, USA
Vice President: Maria Capua (Starcom USA)
Associate Director: Tim McNerney (Starcom USA)
Supervisor: Jenna Gross (Starcom USA)
Advertising Director: Pierre-Paul Trepanier (Nintendo of America)
Brand Manager: Amit Singh (Nintendo of America)
Sales Director: Pat Depiro (Nickelodeon)
Sales Manager: Kristina Bartoccini (Nickelodeon)
Account Director: Aaron Kennedy (Goodby, Silverstein & Partners)
Account Manager: Michael Crain (Goodby, Silverstein & Partners)
Interactive Producer: Jennifer Wilson (Goodby, Silverstein & Partners)
Media placement: Website Takeover - nickelodeon.com; addictinggames.com; neopets.com - 20 April 2009

Results and Effectiveness
Kids saw and wanted Excitebots: - Despite the limited budget, research showed that the digital campaign created a lift in purchase intent twice as high as the Nintendo benchmark. Additionally, online ad awareness was 10% higher than the Nintendo norm. - 220m+ racers spent an average of 1:30 with the tracks – 6x higher than the Nintendo and industry benchmarks

Creative Execution
Racing through Cyberspace : We linked together three different Excitebots race tracks – across multiple Viacom websites – through interactive, skinned homepage takeovers using banner placements and streamed video. We asked kids to complete the racing circuit as fast as possible, showcasing all the game’s features as they sped towards the finish line. This “Race through Cyberspace” ran for 28 straight days – unheard of for homepage takeovers – on nickelodeon.com, neopets.com and additctinggames.com. As an added bonus, Viacom agreed to cover all serving fees and delivered unlimited impressions throughout the campaign. This campaign also marked the first time separate websites linked to create and continue the advertiser experience. The “Race” idea and visuals were so compelling that non-Viacom properties contacted us to run banners that would drive kids to Viacom sites; highly uncommon as sites want to contain visitors on their site. These banners brought an extra 133,000+ kids to the Excitebots race.

Insights, Strategy & the Idea
Launching a new, unknown franchise on Wii: Nintendo’s Excitebots video game combined racing robot bugs with a variety of mini-games that you can’t understand from simply reading the front of the package or a visiting a website. To see the game in action is to understand how all the exciting elements come together, and our target just didn’t get it. As this was a new title with limited marketing support we needed to work with the right partner to make sure that kids 9-12 knew how fun Excitebots was and make sure they were ready to pick it up off the shelves.