Nintendo wanted to showcase its new console, the Wii, to a broad audience.
Nintendo came to the latest console war late but did so with some smart kit. Its new wireless handset - the Wiimote - offered consumers the chance to make gaming an active and social experience. The challenge was conveying this revolutionary offering as well as showing off all the games available for the new console to an audience extending from gamers to families. A range of TV adverts were created designed to showcase different spects of the Wii to both audiences with the family ads highlighting the ease of use.
To help build excitement for the launch of the new Wii and show consumers both its graphics and its revolutionary handset.
Interactivity was added to the TV activity in Sky homes and ran across all major braodcast channels. "Press red to find out where to play a Wii and for a chance to win a Wii" was used as the call to action. The aim was to build excitement about the coming launch and provide interactors with more information in an informative way. It also aimed to drive interested consumers to sampling occasions as a key device to boost propensity to purchase. Crucially they would also see the graphics of in action so they could sample the experience of playing with the new Wii.
SkyView panel data was used to measure the success of the interactive TV campaign and found that 169,000 households were intrigued enough to press red.
More than a third of interactors spent at least 4 mintues in the dedicated advertiser location with an average session lasting 3 minutes and 18 seconds. At least two thirds of the interactors were in a room with someone-else when they pressed red, boosting the reach of the activity hightlighting the social aspects of the Wii.