Nintendo Promo, Case study WII PARTY AND MII by Mindshare Madrid

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WII PARTY AND MII

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Industry Video Games/Consoles
Media Promo & PR, Case study
Market Spain
Agency Mindshare Madrid
Released December 2010

Credits & Description

Category: Best Use of Print
Advertiser: NINTENDO
Product/Service: GAMES CONSOLE
Date of First Appearance: Dec 22 2010
Entrant Company: MINDSHARE SPAIN, Madrid, SPAIN
Director Client Leadership: Gustavo Viúdez (MINDSHARE)
Invention Manager: Gonzalo Lago (MINDSHARE)
Media placement: TV Campaign-2 "brand Content" And 12 "next Coming" - La Sexta - 14 December 2010
Media placement: Press "brand Content" - Público - 22 December 2010

Insights, Strategy & the Idea
WII Party and Mii: be whoever you want!
In the Christmas season of 2010, The WII's competitors (PS3, Xbox) had all the state of the art new releases in the market (Move and Kinect) threatening the leadership of WII in Spain.
The challenge was to defend the leading position through something that we hadn't communicated before: The Mii (The Mii is an avatar used for various functions on WII, created by the users themselves).
The objective is to create word of mouth around the Mii's world, showing the possibilities that we have, creating and modifying the Mii.
The action focuses on achieving publicity from celebrities’ Miis.
We selected (Andreu Buenafuente) to be the Mii’s ambassador as he is the most popular TV host in Spain, therefore the whole campaign would revolve around him.
The idea is to use celebrities (without royalties) explaining Mii’s functions. Using celebrities’ Miis helps create awareness and connect with the audience.

Creative Execution
Creative execution
We were featured in Público (national press) in a special Christmas supplement directed by Buenafuente. The supplement’s content were the gifts that Buenafuente would offer to top celebrities in Spain. All the celebrities appear as their Miis (no photos) in the supplement.
We found out that the daily press was a perfect media to explain the meaning of a Mii and give credibility to our communication.
Our intention was to encourage audiences to read the special supplement in daily press, after seeing our TV advertisement where it was announced. Ten days before that, we were featured on TV with 22 spots of 20 seconds length each; also we had appeared on the TV show Buenafuente.

Results and Effectiveness
We presented our own content to the media and the target audience were never aware that the actions were paid. We successfully placed our brand within the media.
Compared to the previous month, Mii’s search rate increased by 63%.
This action is part of a series of actions by NINTENDO to counter the launches of other innovative control systems: Move (PS3) and Kinect (Xbox 360). The strategy maintained WII´s leadership with 55.1% share of the console market in 2010.