NEXUS

RESEARCH  INTEGRATED  

MEDIA  CREATIVE  STRATEGY  

We strive to connect people to ideas and ideas to media.

1985- Nintendo Entertainment System

1996- Nintendo 64

2001- GameCube

2006- Wii

2011- Nintendo 3DS

Coming soon!

Nintendo History In the six years since the launch of the Wii, the

Nintendo audience has shifted their attention. It’s time to return to the spot light.

WII  U    

Raise Awareness

Increase Talkability

Successfully launch the

Wii U

Our challenge The all new Wii U will be released for the 2012 holidays. It’s a new product from a trusted brand, but in a market that’s

cluttered with options.

Gamer Audience

Casual Gamer Audience

Role Playing Games

Puzzle/Activity/Sport Games

The Market Three major players dominate the market surrounded by a smatter of options. The question is, how to be different?

STEREOTYPES It’s important to know how you’re viewed by the

world. That’s the first step to making a difference.

XBOX

PLAYSTATION

Wii

Gamer Audience

Casual Gamer Audience

Role Playing Games

Puzzle/Activity/Sport Games

The Future Market The launch of the Wii U provides the opportunity for change.

0  

10  

20  

30  

40  

50  

60  

70  

80  

Boys  6-­‐7   Boys  8-­‐9   Boys  10-­‐11   Boys  12-­‐13   Boys  14-­‐15   Boys  16-­‐17  

Nintendo  

PlayStaIon  

Xbox  

Brand Preferences As boys become older their preferences for Nintendo decrease

and their preferences for Xbox increase.

TIMOTHY He’s adventurous, active, and curious about the world.

All he wants this Christmas, is a brand new Wii U.

DESIRE INDEPENDENCE

PARENT DEPENDENT

ACTIVE

ADVENTEROUS

8 Year old boys:

“Tech intuitive with expectation of creativity, customizability and personalization”-Iconoculture

The Consumer

Consumer Insight

Kids want a life with no limits.

Media Insight

Media offers an outlet for creativity.

Strategic Platform

Places & Spaces that bridge imagination and reality.

Insights

THE BIG IDEA An idea as big as a child’s imagination

Diddy Kong’s Holiday Wish

List

1. WII U!

2. Hot Wheels

3.Nintendo Land Game

The Creative Concept The Nintendo school students learn about a national

competition to transform their school into Nintendo land. They are ready to play, are you?

to earn points and play for the chance A national competition that invites kids  

to have their school remade into  Nintendo Land.  

The Competition

TV

TELEVISION This campaign will nurture three network packages that

span across television, digital media, and mobile.

WELCOME TO NINTENDO LAND!

Join us! Play to earn points for your school. Win a Nintendo Land make over!

GAMES�� SCORES�� STORE��

25 more days to earn points!

YOUTUBE��

Microsite All media will lead children back to the Microsite

where they will interact with the Nintendo School and play to earn points.

Print Ads will be placed in National Geographic, Boy’s Life,

and Sports Illustrated kids.

WELCOME TO NINTENDO LAND!

Join us! Play to earn points for your school. Win a Nintendo Land make over!

Malls In order to promote trial, mall

kiosks will be scattered across the country.

They will be placed in three categories:

States where Nintendo is talked about, not talked about, and high

traffic malls.

Trial in states where Nintendo is popular will increase brand popularity.

Trial in states where Nintendo has low interest will increase awareness of the

Wii U.

Event

NUTS AND BOLTS

TV

Digital

Mobile

Movie Theater

YouTube Mini Series (Weekly Episodes)

Competition

Print

Schedule

-2 Mini Games - Registering schools - Virtual World

-2 Mini Games -Photo Booth

-2 Mini Games -Avatars -Ecards

-Valentine’s Day Cards -Design your own game

ANNOUNCE WINNERS

1/1/13 1/15/13 2/1/13 2/14/13 3/1/13

Produc)on  Costs:  App,  Microsite,  Mini  Series  (digital  and  TV),  Downloadable  Avatars,  E-­‐Cards,  Mini  Games,  Designable  games,  

Virtual  World,  Computer  picture  booth,  domain  name  

Holiday     Compe))on   Event     Total  Spending    

TV  (Cartoon  Network,  Nick,  and  Disney)    

$6,720,000  

$1,040,000   $520,000   $8,280,000  

Print     $0   $615,000   $615,000  

Digital     $500,000  (  Amazon  and  YouTube)      

$7,500,000  (Nick.com,  Cartoonnetwork.com,  Disney.com,  AddicInggames.com,  Games.com,  GameStop.com)    

$8,000,000  

Mobile     $100,000   $100,000   $200,000  

Out  of  Home    

$1,730,000  (movie  theaters)    

$3,000,000  (mall  kiosks)  

$4,500,000   $9,230,000  

Total  campaign  dollars:  

$26,325,000  

BUDGET

•  NINTENDO  ANNUAL  SPENDING  

Percentage growth in revenue�

Number of times the Wii U was “added to cart” �

Percentage increase in store visitors�

Percentage growth in keyword searches�

Number of promotional QR Code scans�

How many times was Nintendo land micro-site visited �

Average amount of time spent on the micro-site�

Number of application downloads�

EVALUTATION

BACK IN THE SPOTLIGHT

A campaign designed to bring Nintendo

Appendix

STRENGTHS!-  First brand to target non-gamers "-  Provides more opportunities for kids "-  Innovative "-  Can be used without a TV. "-  Appeals to nostalgic gamers, non-gamers,

families, and children. "-  Bigger advertising budget. "

WEAKNESSES!-  No new technology for the last six years. "-  Lack of social networking "-  Lack of video entertainment "-  Poor graphics"-  Wii is a single player unit. "

OPPORTUNITIES!-  The Wii U will be "Released right before the Holidays. "-  Apps for video "-  Growth in opportunities for the fitness gamer. "

THREATS!

-  X box and Play Station are developing opportunities for the non-gamer/ fitness gamer audience. "

-  Smart Glass is a free app that will compete with the Wii and Wii U. "

-  Xbox Kinect does not need a controller which appeals to older audiences. "

-  Social gaming is cheap, easily accessible, and can be upgraded often. ) "

Nintendo appeals to the non-gamers, an audience previously

untouched.

SWOT Analysis

Path to Purchase

Holiday     Compe))on   Event     Total    

TV   •  30  sec  and  15  second  blend.    

•  80  GRP  per  week  

•  12  weeks  •  3  networks    

=  $6,720,000  

•  30  sec  and  15  second  blend.    

•  80  GRP  per  week  

•  8  weeks  •  3  networks    

=  $1,040,000  

•  30  sec  and  15  second  blend.    

•  80  GRP  per  week  

•  4  weeks  •  3  networks  

=  $520,000  

$8,280,000  

Cartoon  Network  

Nickelodeon    

Disney    

Print     $0   •  3  months    •  Color,  full  page    

$615,000  

Na)onal  Geographic  Kids    

$295,260  

Sports  Illustrated  Kids    

$186,300  

Boy’s  Life     $132,615  

Budget

Digital     •  Rich  Media  •  Standard  size    

Packages  include:  Home  page  take  overs,  1  day  road  blocks  ,  mini  games,  standard  ads,  show  site  sponsorships  

$7,500,000  

Amazon   $200,000   $500,000  for  10  sites  including  those  involved  in  our  TV  –  Digital  packages.    

YouTube   $200,000  

Mobile    •  Nick    •  Cartoon  

Network    •  Disney    •  Addic)n

g  Games  •  Games.c

om  •  Games  

stop    

$100,000   $100,000   $200,000  

Out  of  Home    

Movie  Theaters:  Half  NaIonal  Campaign-­‐  890  theaters,  5257  screens.  17  million  admissions.  For  8  weeks.    $1,730,000  

Mall  Kiosks    $3,000,000  package    

Three  Elementary  schools  receive    Nintendo  Land  make  overs  $4,500,000  

$26,325,000