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Wii Lifestyle: Turn On Your World Francois Filamor George Mylona Lindsay Bernstein Rebecca Roussell 1

Campaign - Nintendo Plan Book

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Integrated Marketing Plan for Nintendo. This was the cornerstone project for my IMC program. Our client, Univision tasked us to create a plan to bring to Nintendo (a potential client) and acquire the brand to advertise on the television network both on television, digital, radio and print! Extensive research was conducted which included in-depth interviews, surveys and data was used as the focus for creative and tactical execution. One of the highlights during the presentation to the client were the tactics which included the use of Wii Bus straps and a Wii Bus installation which were all forms of ambient and non-traditional advertising methods!

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Page 1: Campaign - Nintendo Plan Book

Wii Lifestyle: Turn On Your World

Francois Filamor George Mylona Lindsay Bernstein Rebecca Roussell 1

Page 2: Campaign - Nintendo Plan Book

Table of Contents

•  Executive Summary •  Situation Analysis •  Problems & Opportunities Summary •  Target Market Profile •  Marketing Objectives •  Marketing Strategies & Rationale •  Advertising, Media & Promotional Tools •  Campaign Evaluation (metrics/measurements) •  Budget •  Campaign Conclusion •  Appendix

–  Research –  References –  Recorded In-Depth Interviews

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Executive Summary

The Nintendo Wii is the hip, culture-centric gaming system, which offers a multi-purpose entertainment experience for young, Hispanic adults as well as their families and friends.

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Introduction/Summary

•  Nintendo’s Mission and Philosophy: o  “At Nintendo we are proud to be working for the leading company in our industry. We

are strongly committed to producing and marketing the best products and support services available. We believe it is essential not only to provide products of the highest quality, but to treat every customer with attention, consideration and respect. By listening closely to our customers, we constantly improve our products and services.” *

•  Nintendo is engaged in the manufacturing and distribution of interactive entertainment products.

•  Our goal is to expand the target segmentation of Nintendo in the United States by targeting the Hispanic community.

*Source: Nintendo Co., LTD 4

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Situation Analysis

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Introduction/Summary

•  Nintendo operates in the home entertainment and handheld device markets.

•  Nintendo manufactures and markets hardware and software for its home video game systems (DS handheld, Game Boy handheld, and Wii consoles)

•  Nintendo operates in Japan, in the U.S., and Europe.

•  During the 2009 fiscal year, Nintendo recorded revenues of $18.4 million (up 9.9% from 2008).

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Brand Analysis

•  Nintendo is currently working to broaden its audience by attracting pre-school and senior (e.g. adults 60+) game players.

•  Nintendo Wii revolutionized the gaming industry and was the first console of its kind.

•  According to industry research, Wii sales have peaked. In 2010, there was a 25 percent decline* in sales for the first time since the system was introduced about two years ago.

•  However, the Wii is still outselling rival systems Playstation3 (Sony), and XBOX 360 (Microsoft).

7 *www.mashables.com

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Brand Analysis

•  Nintendo is also currently targeting females by making the Wii a family-friendly gaming system.

•  Nintendo is extending its reach even further through a partnership with Netflix introduced last spring.

•  Those Wii owners, who have a Netflix subscription are now able to get instant movie streams through their gaming system at no extra cost and will have access to thousands of free movies.

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Competitive Analysis

•  Nintendo’s top competitors are Microsoft Co. and Sony Co. – XBOX 360 (Microsoft) –  Playstation series (Sony)

•  Last year, the XBOX 360 introduced a hands free motion sensor called the Kinect which allows you to play games without a controller.

•  The revolutionary iPad (Apple), became a recent threat to Nintendo and its competitors last year as well. With thousands of games available for download on the iPad for a minimal fee, sales of video games and hardware will suffer in the coming years.

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2009 Household Product Ownership*

Product Spanish Spoken in the Home (# of Families)

Nintendo DS 4.7 million

Nintendo Wii 4.5 million

Microsoft XBOX 2.5 million

Microsoft XBOX360 3.3 million

Sony Playstation 1.5 million

Sony PSP 1.6 million

Sony Playstation 2 6 million

Sony Playstation 3 2.1 million

*Source: MRI Media Mark Report

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Industry & Category Analysis

•  The gaming industry traditionally targets young adult males, 13-24 years old.

•  Today, more than 50 percent of the U.S. adult population plays games. – 56% males – 44% females

•  The video game industry is steady and continues to grow, despite the economy which is forcing consumers to cut back on discretionary spending.

•  In February 2009, when other industries were suffering greatly, gaming sales were up 10 percent.

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Market Analysis

•  Research shows, 93 percent of Hispanics are regularly or occasionally playing video games.

•  32 percent of Hispanics have a Nintendo DS handheld in their homes.

•  46 percent of video game owners are Hispanic – the highest concentration of any ethnic group.

•  55 percent of Hispanic homes have children. •  Hispanics over index non-Hispanics at buying video

games at 110. •  Hispanics are more eager to adopt new media than

any other ethnic groups. 12 Source: U.S. Hispanic Entertainment and

Consumer Electronics Usage, 2005

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SWOT Analysis

Established brand; gives a competitive advantage Robust revenue growth provides greater stability Global presence and geographical diversification reduces the business risk Revolutionized the gaming industry

Short products lifestyle Currency exchange fluctuations Made in Japan No Social Media Not technologically advanced

Str

eng

ths

W

eaknesses

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SWOT Analysis

Positive outlook for entertainment industry Exclusive Univision extras through Wii Changing and positive trends in consumption patterns

Shift in consumer preferences Extreme heavy competition

Opp

ortu

niti

es

Th

reats

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Problems & Opportunities

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Key Problems •  Recently, sales for the Wii have experienced a

decline. •  The Wii will continue to lose ground with the

introduction of direct competitors such as the XBOX 360 Kinect and the iPad.

•  The Wii is often not viewed as a “gamers’ console” the graphics pale in comparison to XBOX360 and Playstation3.

•  The lack of games compared to XBOX360 and Playstation3 could prove a problem (there are very few mature games for their gaming systems).

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Key Insights & Opportunities

•  Hispanics are more likely to own a gaming system than other ethnic groups.

•  Family is at the center of a Hispanic consumer’s heart. –  Nintendo has an opportunity to use its position as the

family-friendly gaming system to reach this group. •  Nintendo has the opportunity to leverage its brand by

harnessing its Wi-Fi connection, with the increasing demand for online gaming.

•  This connection can be used with both the Wii and Nintendo DS systems.

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Target Market Profile

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Primary Target Group

Generation Y Latinos •  Young, Hispanic adults (18-34)

living at home with their parents or by themselves

•  Always seeking the latest technologies and fads

•  Early adopters of new technology (e.g. cell phones, DVD/Blu-Ray players, etc.)

•  Easily influenced by what’s trendy or current

•  Brand names matter

Source: U.S. Hispanic Market Report (2004) 19

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Secondary Target Group American & New Latinos

•  Parents (35-54) with children in the home

•  Household include at least one parent who is employed with an annual household income of $50,000 or less

•  Live in large, urban cities in predominantly Hispanic neighborhoods

•  Spanish is the main language spoken at home and culture is expected to be passed on to their children

•  Most members of the family are bilingual and accept change

•  Regular users of new technology (e.g. cell phones, DVD/Blu-Ray players, video games etc.)

Source: U.S. Hispanic Market Report (2004) 20

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•  63 percent of the U.S. Hispanic populations are

partially acculturated (they have adopted parts of the American culture)

•  69 percent have children living in the home •  57 percent of American Latinos speak Spanish

mostly at home •  32 percent speak both Spanish and English at

home

Target Rationale

Source: U.S. Hispanic Market Report (2004) 21

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Hispanic Gaming Behavior

•  Hispanics demonstrate a greater tendency than other ethnic groups to purchase in-home and portable video game systems.

•  Hispanics are not sensitive to costs, therefore respondents

were 15 percent less likely than other ethnic groups to say cost was a primary reason for purchasing video games.

•  Hispanics are early adopters for video game growth. Many

consider themselves beginners with more than 50 percent of respondents labeling themselves as a novice.

Source: Univision Interactive Media Gaming Study (April 2010) 22

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Wii Lifestyle: Turn On Your World Campaign Goals

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Overview

•  The Wii Lifestyle campaign will focus on 18 to 34 year-old Hispanic young adults.

•  The main goal is to showcase the increasing capabilities and usage of the Wii as one central unit for all sources of entertainment.

•  The campaign will concentrate on the Nintendo Wii social gaming experience with family and friends.

•  Throughout the campaign, we will showcase a series of family and friend gaming experiences with the Wii video game console featuring a hip, cool lifestyle that is true to the Hispanic culture.

•  The campaign will illustrate that Nintendo cares about the Hispanic audience.

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Marketing Objectives & Strategies

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Marketing Objectives

•  Increase sales of the Wii console within the Hispanic community.

•  Expand usage of the Wii console for multiple activities and times throughout the day for the Hispanic consumer.

•  Build awareness of the Wii console amongst Hispanic audiences ages 18-34.

""

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Marketing Strategies

•  Engage the consumer by integrating the Nintendo Wii into Univision programming

•  Create interest for the Wii console amongst Hispanic audiences ages 18-34

•  Utilize Spanish-language media to reach our target audience

•  Engage the consumer through ambient and non-traditional mediums

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Communications Objectives, Strategies & Messages

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Communications Research Insight

•  Our research found that the 18 to 34 year-old group is an untapped market for the Nintendo Wii. Nintendo is currently attempting to target females by making the Wii a family friendly gaming console. We see our target as an opportunity for Nintendo to create awareness and interest for the Wii in the Hispanic community while also reaching Univision’s target market.

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Overview

Project Sponsor/Campaign Stakeholders •  Univision: Advertising on multiple platforms •  Nintendo: Use of game console and brand name •  Various video game producers who will benefit from

the partnership •  Consumers: Current, previous and future

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Communications Objectives

•  Convey the message that the Nintendo Wii is the one source of entertainment for the whole family

•  Generate awareness of the Nintendo brand and its Wii console among Hispanic Generation Y consumers

•  Create a positive perception of the Wii console as part of the Hispanic culture and lifestyle

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Communications Strategy

Convince Hispanic video game enthusiasts that the Nintendo Wii is their one source of

entertainment because it’s the brand for the entire family.

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Message

Communication Message/Tone of Voice •  Nintendo cares about Hispanic audiences •  Wii Lifestyle: Increasing capabilities and usage •  One central unit for all sources of entertainment •  Hip lifestyle •  It’s cool to own a Wii •  True to your culture: Taking into account specific games

and lifestyle programs targeted to the Hispanic individual whether it be to the primary audience of 18 – 34 or the secondary audience of families

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Message

Holistic selling proposition/key points

•  Family and friends are important to us •  Nintendo cares about the Hispanic audience •  Univision wants to provide its audience with products and

services that they can relate to •  The Nintendo Wii is equipped to provide you and your

family/friends with a multi-functioning entertainment system that appeals to all ages

•  Nintendo is a culturally relevant company which has games made specifically for the Hispanic audience

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Targeted Mediums

Univision Program Integration •  Telenovelas/Soap Opera and/or

Series •  Comedy/variety programming •  Talk/reality shows

Support •  Wii Controller Bus Strap •  Wii Travelling Instillation •  OOH

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Social Media

•  Wii Turn On Your World Video Contest

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Visual Image/Creative Design

Visual goals •  Break clutter •  Attract consumers on a personal level •  Effectively utilize media channels conducive to target

usage •  Balance cohesive visuals with eye catching imagery

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Visual Image/Creative Design

Rationale

•  By suggesting multiple uses of the product there is an incentive to purchase and justify the cost

•  New types of communication are important to attract an audience

•  Consumers will desire to buy product when they see themselves represented in the creative

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Visual Image/Print Ad

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Visual Image/Creative Design - OOH

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Visual Image/Creative Design – Non-Traditional

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Visual Image/Creative Design - TV

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Hispanic teenager is sitting in his room relaxing He goes to turn on his Wii and

hears loud rumbling noise

All of a sudden, a famous futball team comes Crashing through his roof

He is happily surprised and kicks the ball around with them in his room (world cup wii game)

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Visual Image/Creative Design – TV (continued)

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Then out of nowhere a famous Latino musician comes crashing through the roof"

He jams with the guitarist (Guitar Hero)"

A famous Latino chef comes crashing "though the roof"

They compete in a cook off"(Cooking Mama)"

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Visual Image/Creative Design – TV (continued)

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A famous Latino celebrity comes crashing through the roof"

They dance together (dance central 2)

He goes to turn off the Wii All of the celebrities disappear

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Visual Image/Creative Design – TV (continued)

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He smiles and says “Whoa! Cool!”"

Announcer says: Nintendo Wii: Turn on your world. "

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Advertising, Media & Promotional Tools

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Implementation

•  Launch and support in selected 10 Cities in States with the Largest Hispanic/Latino Population (2010 U.S. Census)

•  New York –  New York City

•  Illinois –  Chicago

•  Florida –  Miami

•  New Mexico –  Albuquerque

•  Arizona –  Phoenix

•  California –  Los Angeles area –  San Francisco/Bay area

•  Texas –  San Antonio –  Dallas/Fort-Worth –  Houston 46

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Ambient – Wii Controller Bus Strap

•  Price is based on the typical quote for a queen-size bus poster that shows on both sides of a bus (not the front or back) exterior on 50-75 buses

•  Each bus will be outfitted with Wii Controller Bus straps on both sides of the aisle replacing the current bus straps which can be replaced later

•  Wii straps will have Univision and Nintendo logos. The tagline will be “Wii Turn on your world, coming soon!”

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$50,000 cost of strap and instillation, 10 cities = $500,000*

*Titan Chicago Rate Card 2010

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Wii Controller Bus Strap (continued)

•  Each city will utilize 50-75 buses* depending on routes that travel to and from heavily populated Hispanic neighborhoods –  The more Hispanic neighborhoods,

the more buses will be used to meet the demands of the Hispanic communities

•  Other messaging such as website & QR codes can be added so that consumers can use their mobile devices to find out more information on the go

•  The objective is to increase sales of Wii console by the Hispanic consumer by placing both Univision and Nintendo logos on the Wii bus strap by engaging the consumer through ambient and non-traditional mediums

48 *Titan Chicago Rate Card 2010

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Traveling Wii Instillation

•  Price is based on a mid-size party bus quote

•  Price for exterior decorations is based on king-size bus posters showing on one or two sides of the bus (excluding front and back) on 63-124 buses*

•  Bus will contain 60” LED screens on each side with the latest Wii Games commercials, Univision commercials and campaign details surrounding launch!

•  Bus will roam around busy streets, stationing at various heavily Hispanic neighborhoods providing entertainment and footage of game play with families, friends and individuals engaging in various Wii activities

•  The objective is to increase sales of Wii Console by the Hispanic consumer by showing usage of the Wii by engaging the consumer through ambient and non-traditional mediums

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$300 per hour rental of truck, $112,000 cost of truck design, 10 cities, 8 hours each day for 2 back to back weekends = $1,264,000

(est.)

*Titan Chicago Rate Card 2010

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Wii Turn On Your World Video Contest

•  Create social media integration •  Consumers are asked to produce user –generated videos

displaying family and friends using their Wii in creative ways

•  Consumers can load their videos on the Facebook page •  Consumers can vote for their favorites and share their

votes on Twitter and Facebook to create more awareness and gain more votes

•  Consumers will win prizes such as a Limited Edition Wii console which is the standard Wii console with many unique Univision unique features

•  Videos will be used on the Wii travelling instillation •  Top 10 videos will be featured on a Univision show

with the winning video used in future advertising as well as integration into campaign

•  Winners receive prizes such as all-expenses paid trips, products and other special features

•  The objective is to build awareness of the Wii console amongst Hispanic audiences ages 18-34.

•  This will be done by engaging the consumer through integrating Nintendo Wii into Univision programming, utilizing Spanish-language media (through the website and on the channel), and involving the consumer through non-traditional mediums 50

Utilizing promoted Tweets, and unique Facebook applications to promote the

contest = $11,000 Utilizing banner ads on Univision’s

website to promote the contest = $25,000

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Wii Turn On Your World Launch

•  Price based on projections in outdoor parks/fields

•  Costs are cut because footage is pre-recorded and edited and is projected on any plain large wall

•  Projector prices are based on outdoor projection costs

•  Support includes all of the costs to house the projectors, generators needed to run them and other miscellaneous costs associated with renting space and permits

•  OOH featuring projections on blank walls in major cities in heavily Hispanic neighborhoods

•  Launch will occur at night projecting user generated footage loaded onto the site

•  Consumers who view the projections will be able to obtain QR codes or site addresses to check out videos on their mobile phones or on the Facebook /Twitter pages

•  The objective is to build awareness of the Wii console amongst Hispanic audiences ages 18-34 by engaging the consumer through ambient and non-traditional mediums

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$5,000 per outdoor projector, $15,000 for support (housing, generator, other), 10

cities = $200,000 (est.)

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Advertising, Media & Promotional Tools

Univision Integration

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Telenovelas/Soap Opera and/or Series

•  Weekdays: Daytime, primetime and late nights

•  Current and recurring –  Product placement, product

announcement –  Female actress can use Wii Fit in

the morning to workout –  Family or children can use the

Wii to play games such as Super Mario or action/adventure games

–  18-34 adults can use the Wii in the afternoon, evening to work on their dance moves prior to going out using the Just Dance experience

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Comedy/variety programming

•  Current and recurring –  In-house personalities can create their own Wii

characters •  Segments can include

–  Wii Turn On Your World Video Contest Finals live voting

•  All finalists will be flown out for the event •  Winner will receive cash prizes/products

–  Wii Just Dance Competition •  Between celebrities, personalities who are

visiting the show to perform or host •  Between families (brothers vs. sisters, husband

vs. wife) •  Professional dancers •  Aspiring dancers

–  Other game competitions/Sports competitions •  Multiple types of players •  Professional players who are visiting the area/

studio –  Singing competitions

•  Multiple types of players •  Use of in-house singers/singers from other

competitions in the past using the program and competing with other people

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Talk/reality shows

•  Children’s, news, public affairs and sports programming

–  In-house personalities, celebrities and sports stars who are visiting can create their own Wii characters (miis)

•  Segments can include –  Randomly selected audience members can play

games with celebrity/person being interviewed •  Wii football with a football star being

interviewed –  After playing the game, they will

receive a console signed by that star •  Audience members can win game

consoles –  Sports Wii Turn Your World Play of the Game

•  A highlight or play that is sponsored by Nintendo Wii

–  If viewers watch the program, they can obtain questions that they can answer on their mobile devices to win products as well as tickets to football matches, concerts and other events of interviewees as well as Nintendo products

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Other Events & Shows

•  Latin Grammys & Sporting events –  Wii Turn On Your World Play

of the Game •  A highlight or play that is

sponsored by Nintendo Wii

–  Wii Turn On Your World award Artist

•  Awards sponsored by Nintendo Wii to highlight an artist that has turned your world in the last year. Someone who is fresh and innovative

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Incentives for Celebrities

•  Nintendo products such as Wii limited edition console with special features

•  Rider for celebrities who are at the event already

•  Sponsoring celebrity causes and charities

•  If there is a natural disaster that takes place during the time of the promotion, Univision/Nintendo Wii can co-sponsor partial sales of Wii towards disaster relief agencies

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Television Commercial/Print Ad

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Television Commercial/Print Ad

•  Advertising - Support –  Non-traditional –  Out of Home –  Social Media

•  Univision Integration –  Telenovelas/Soap Opera/Series –  Comedy/Variety Programming –  Talk/Reality Shows –  Other Events

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Social Media

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Facebook & Twitter

•  Tease/advertising/promotions –  (Read Wii Turn On Your World Video

Contest) –  Participants can use social media to

tweet, share and comment on videos, vote and create buzz and awareness

–  Fans can access social media on their mobile devices

–  Fans can follow the campaign and watch streams of major events

–  Fans can search for information about Univision/Nintendo Wii

–  Many other features can be added to the page to further enhance fan experiences

–  Page traffic can be measured when various initiatives are launched

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Advertising & Promotional Rationale

•  Univision Integration’s goal is to increase sales of the Wii console within the Hispanic community by showing the console in multiple shows and platforms

•  Expand usage of Wii console for multiple activities and times throughout the day for the Hispanic consumer through demonstration and sampling

•  Build awareness of the Wii console amongst Hispanic audiences ages 18-34 by targeting them with Wii products they would be interested in such as Wii Fit, Super Mario and multiple-player games

•  Integrating brand into programs will engage the consumer by displaying the Nintendo Wii on Univision programming

•  Utilize Spanish-language media to reach target consumer by using consumer-generated commercials

•  Engaging the consumer through ambient and non-traditional mediums 62

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Campaign Evaluation

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Success Metrics

•  Univision’s website traffic •  Customer participation in contests, events, and TV

shows •  Social Media: People who “Like” the new Facebook

page, Twitter followers and tweets •  Increased awareness of the Nintendo Wii console

among the Hispanic community •  Potential to positively impact sales

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Budget

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Budget

•  Support - $1,975,000 (est) –  Wii Controller Bus Strap - $500,000 –  Traveling Wii Instillation - $1,264,000 –  Wii Turn On Your World Video Contest - $11,000 –  Wii Turn On Your World Launch - $200,000

•  Univision Integration - $4,994,436 –  Telenovelas/Soap Opera/Series –  Comedy/Variety Programming –  Talk/Reality Shows –  Other Events/Shows

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Jul Aug Sep Oct Nov Dec Media $ CPP TRP 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19

Univision

Integration Univision :30s

Daytime Q3 $420,224 $13,132 32 10 10 12 Prime Q3 $1,843,378 $54,217 34 10 10 14

Late night Q3 $190,470 $6,349 30 10 10 10 Daytime Q4 $391,710 $13,057 30 10 10 10

Prime Q4 $1,938,374 $57,011 34 10 10 14 Late night Q4 $185,280 $6,176 30 10 10 10

Television Total $4,969,436 190

Digital Banners $25,000 $25,000 1

National Total $4,994,436 192 0 0 0 0 0 0 30 30 36 0 0 0 0 0 0 0 0 0 0 30 30 34 0 0 0 0

Support

San Antonio, Houston, Dallas/Fort Worth, Los

Angeles, San Francisco & Bay

area, Chicago, New York, Miami,

Pheonix, Albequrqe

Ambient

Transit - Bus wraps $500,000 $50,000 10 Non-Traditional

Wii Travelling Instalation $1,264,000 $126,400 10

OOH Projection $200,000 $20,000 10

Social Media Facebook $11,000 $11,000 1

Local Total $1,975,000 30 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

Total Budget $6,969,436

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Rationale

Why should you advertise on Univision?

REMEMBER…. •  Research shows, 93 percent of Hispanics are regularly

or occasionally playing video games. •  46 percent of video game owners are Hispanic – the

highest concentration of any ethnic group. •  Hispanics over index non-Hispanics at buying video

games at 110. Source: U.S. Hispanic Entertainment and Consumer Electronics Usage, 2005

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Rationale

Why should you advertise on Univision?

•  Univision Communications Inc. is the premier Spanish-language media company in the United States.

•  The Univision Network is the most-watched Spanish-language broadcast television network in the U.S. reaching 95% of U.S. Hispanic Households

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Appendix

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In-Depth Interview- Jaime Gomez

•  Age: 25 •  Occupation: Manager at

ABOC •  Race: Latino •  Marital Status: Single •  Family Country of Origin:

Mexico •  Avid Gamer •  Fluent in Spanish •  Children: None

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In-Depth Interview – Jaime Gomez

•  Gomez owns five gaming consoles/devices: Playstation PSP, PS2, PS3; Nintendo DS and GameCube.

•  Gomez purchased these systems because of variety in games. For example, he purchased the Sony consoles for Final Fantasy games, the GameCube for Zelda games, and the Nintendo DS for Pokémon.

•  Gomez plays video games on an average of five hours per week, mostly by himself.

•  Gomez is fluent in Spanish and speaks it mostly at work. •  He does not have cable, so he is not able to watch Spanish-

language only television. However, in the past, he did watch Spanish-language television programming because the shows “had more drama,” which kept his interest.

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In-Depth Interview – Jaime Gomez

•  Gomez prefers to get his information from non-traditional communications channels such as mobile applications and social media. He also turns to the web more often than television or newspapers.

•  He likes CNN.com, receives text alerts from CNN, Google, Wikipedia, and any other websites.

•  Gomez is more likely to purchase a product based on that company’s support of his lifestyle. “If they (the products or services) are advertised by GLBT friendly corporation, it’s got me convinced.”

•  He said Spanish-language advertisements are interesting, but they work the same as English-language ads. However, the Spanish ads do remind him of his grandparents who used to give him advice and also make his purchasing decisions. So they do resonate with him.

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In-Depth Interview – Jaime Gomez

•  Gomez said being able to access Spanish-language television via a gaming console would not affect his usage behavior. It would stay the same.

•  He has entered contests and sweepstakes before, and he said that the ones which give away electronics or concert tickets. Gomez said he prefers those prizes better than cash.

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In-Depth Interview – Ellis Suazo

•  Age: 25 •  Occupation: Engineer •  Race: Latino/African

American •  Marital Status: Single •  Family Country of Origin:

Honduras •  Avid Gamer •  Bilingual •  Children: daughter, 7

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In-Depth Interview-Ellis Suazo •  Suazo was born in the United States and currently lives in Chicago. •  Suazo father is Hispanic (Honduras), his mother is African American. He

considers himself bilingual, but only speaks Spanish when he is with family.

•  He prefers English language television in all settings. The Hispanic programming is not entertaining to him because he grew up in the U.S. However, as a child, he was able to stay connected to his Hispanic roots with food and soccer with influences from his father.

•  As Suazo got older, he gravitated more toward the U.S. way of living in order to survive the American way.

•  He only watches Spanish-language television for major sporting events such as the World Cup.

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In-Depth Interview-Ellis Suazo

•  Suazo frequents these websites to get information about Hispanic Sports –  FIFA.com –  ESPN De Portes –  ESPN3.com

•  Suazo uses the internet, mainly CNN.com and Yahoo.com for news and information.

•  Suazo said he does not pay attention to the banner or button ads online, or television commercials unless they are video game related.

•  He plays video games everyday for about three hours and he plays online with his friends with his XBOX360.

•  Suazo prefers the XBOX360 because the games are more gear to adults (e.g. Madden, Halo, Call of Duty, etc.)

•  He does like the Wii because it is a “fun system.” •  Suazo connects with Super Mario Brothers because of his childhood. He had

an Atari Super Nintendo as a child.

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In-Depth Interview-Ellis Suazo

•  Suazo has had the XBOX360 for six years. •  He is seeking an upgrade and a new console and likes the Wii as a potential

future purchase. •  Since his daughter does not live with him, he has not been pressed to

purchase the Wii. However, she does have the system with her mother, whom she lives with and he purchases Wii games for her console.

•  He has not purchased the new Kinect add-on feature for his XBOX360 because he says the graphics “suck.”

•  Suazo said he really enjoys playing the XBOX360 because he gets to interact with his friends who live in other states. This is a way for them to stay connected. He plays with African American and Hispanic friends.

•  Suazo rarely plays his console by himself. He focuses on the online experiences, which are fresh and more entertaining than a story board.

•  He uses the Twitter, Facebook, and Netflix applications on his current console and said this must be a standard when he purchases a new system.

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In-Depth Interview-Ellis Suazo

•  Suazo said he would buy games marketed to Hispanics with a lead character who is of that culture. He cautioned that the character must not be stereotype. He said just as he wants African Americans to be portrayed correctly, he wants the same for Hispanics.

•  He mentioned the game “Gears of War,” which had a Hispanic lead. The character’s name was not “Jose” or “Julio” either. His name was “Dominic” which made the game even more appealing to him.

•  Suazo said he regularly enters XBOX 360 sweepstakes. There is also a continuity-like program where the gamer is able to collect points and store them for prizes (e.g. games, tablets, etc.)

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In-Depth Interview – Ricardo Torres

•  Age: 24 •  Occupation: Student •  Marital Status: Single •  Race: Latino •  Family Country of origin:

Cuba & Puerto Rico •  Avid Gamer •  Non-fluent speaker of

Spanish •  Children: none

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In-Depth Interview – Ricardo Torres

•  Torres does not own a video game console, but often plays video games with his friends at their homes. He plans to buy the XBOX360 when he graduates from graduate school and is employed.

•  He has played Nintendo games before (e.g. Nintendo, Super Nintendo, Nintendo 64 and Wii). He mainly played Nintendo games as a child.

•  Today, he prefers XBOX360 because of the games such as the Madden series, the Call of Duty series, and Assassin's Creed.

•  Torres “almost never” watches Spanish-language television because he said he was raised watching English-language television and is not familiar with Spanish-language television.

•  Torres said if there was a show with a good plot on Spanish-language television, then he would watch. He currently watches ESPN, History, VH1, CNN, and the major networks.

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In-Depth Interview – Ricardo Torres

•  Torres does not own a video game console, but often plays video games with his friends at their homes. He plans to buy the XBOX360 when he graduates from graduate school and is employed.

•  He has played Nintendo games before (e.g. Nintendo, Super Nintendo, Nintendo 64 and Wii). He mainly played Nintendo games as a child.

•  Today, he prefers XBOX360 because of the games such as the Madden series, the Call of Duty series, and Assassin's Creed.

•  Torres “almost never” watches Spanish-language television because he said he was raised watching English-language television and is not familiar with Spanish-language television.

•  Torres said if there was a show with a good plot on Spanish-language television, then he would watch. He currently watches ESPN, History, VH1, CNN, and the major networks.

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In-Depth Interview – Ricardo Torres

•  When he needs information, Torres prefers the newspaper as is first resource, then digital (e.g. social media and the web), with television being his last.

•  When he was younger, Torres’ parents made purchasing decisions for him. Today, he does pay attention to advertisements (e.g. television, online or print) for video games such as Assassin's Creed because they are “Cool.”

•  Torres said accessing a Spanish-language television station on his gaming console would not have any effect on him and still would not make him feel any different about the channel. He still prefers English-language television.

•  He’s participated in contests before in school. The prizes were what influenced him to participate.

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In-Depth Interview – Hector Grimaldo

•  Age: 26 •  Occupation: Receptionist at

Bally’s •  Marital Status: Single •  Race: American-Latino •  Family Country of origin:

Mexico •  Fluent speaker of Spanish •  Children: none

Page 85: Campaign - Nintendo Plan Book

In-Depth Interview – Hector Grimaldo

•  Hector born and raised in the U.S (his mum is from Mexico) •  He is independent and lives by himself •  Talk Spanish at work and with family •  Prefer English-language TV unless he is at his mum house •  He watches channel 32 (FOX), 5, 7, 60 and he gets informed through CNN, FOX, and

yahoo.com •  The reason that he doesn’t watch Spanish-language TV is because it has a lot of soap-operas,

talk-show and game shows •  He doesn’t like soccer too much but he likes NBA •  Commercials are influencing his behavior (e.g. smart-phone purchase) but not Spanish-language

ads (he recalled: KIA and Doritos ads) •  He doesn’t influenced by celebrity endorsements •  Hector owns a Playstation2 (old version) and plays Xbox at his friends house. He likes to play

fighting and shooting games. •  His mum owns a Wii/Plays with her when he visit her

–  She uses the Wii Fit –  They play together: Wii sports, Wii resorts, baseball, tennis

•  He plans to buy a PS3 but not soon

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In-Depth Interview – Yazmin Rivas

•  Age: 28 •  Occupation: : Sales & Customer

Service at Chase Bank •  Marital Status: Single •  Race: American-Latino •  Family Country of origin:

Mexico •  Fluent speaker of Spanish •  Children: none

Page 87: Campaign - Nintendo Plan Book

•  Born in Mexico and raised in the U.S (Her dad is from Mexico) •  Spent summers and Christmas in Mexico with her family •  Her parents live in Indiana. She lives with her sister in Chicago. •  Speaks Spanish with customers at her work and with her parents •  She watches Univision, Fashion TV, and HBO channels

–  Univision: She watches soap-operas M-F and sometimes she watches movies and entertainment shows

•  She get informed through Google, USA Today, and rtve.es •  She recalled Chase and Macy’s commercials •  Influenced by Spanish and English commercials (no difference) •  She doesn’t own a video game console (her brother [24 years old] owns a Wii, he

bought it for his son) •  She uses the Wii console to play with her nephew, her brother and her family when

they get together / she is not much into games –  They play Just Dance, Wii Sports Resort, Mario Bro

•  Never tried the Wii Fit •  She has Zumba and Dancing dvd’s to ‘exercise/learn’ •  She doesn’t influence by celebrity endorsements

In-Depth Interview – Yazmin Rivas

Page 88: Campaign - Nintendo Plan Book

Insights from Hispanic Marketing Professionals

•  Paul Kelley – Vice President of Sales and Operations at ShopNBC –  Co-founder of QVC –  Former Rutgers University professor –  20 years of Public Relations and Communications

experience

•  Joe Farago – Emergency Communications Specialist and Homeland Security Professor at Idaho State University –  40 years of Public Relations and Communications

experience

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Insights from Hispanic Marketing Professionals

•  From previous experiences with a failed launch QVC Shopping Network Espanol, Kelley found that marketers cannot translate messages to Hispanic audiences linguistically, but must be translated culturally.

•  Kelley said this issue is a huge problem because there is no single Hispanic audience in the United States. They all vary by country (e.g. Puerto Rico, Cuba, etc.)

•  Each one of these “Hispanic” audiences is quite different than the other. Therefore, it becomes impossible to market to the masses.

•  Marketing for QVC Espanol became extremely expensive to niche target market to each group.

•  Marketers only found four common elements among the Hispanic culture: –  Family –  Catholicism –  Language –  Soccer

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Insights from Hispanic Marketing Professionals

•  Today, any Hispanic-language television project must be anchored in Univision or Telemundo because if they are not, they don’t have the infrastructure or the financial structure to support it., Kelley said.

•  In order to purchase items from HSN (TV or online), the consumer needs a credit card, which most Hispanics do not have. –  Because they have not established lines of credit –  No social security numbers –  Paranoid to use credit cards because of tracing because of illegal

citizenship •  Television usage: Hispanics are more likely to watch CNN, than Univision

because they are more Americanized now according to Farago. •  Hispanic radio is better reach for the Hispanic population and has a greater

reach, than a Univision or a Telemundo. •  Word of mouth is a very popular medium among the Hispanic culture.

They still have a strong oral tradition, willing to share information both agreed.

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Survey Results

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Latino Insights

Which of the following best describes your family's origin? (Parents/Grandparents)

Answer Options Response Percent Response Count

Argentina 0.0% 0

Bolivia 0.0% 0

Chile 5.8% 3

Colombia 5.8% 3

Costa Rica 0.0% 0

Cuba 0.0% 0

Dominica Republic 0.0% 0

Ecuador 0.0% 0

El Salvador 1.9% 1

Guatemala 0.0% 0

Hondura 1.9% 1

Mexico 30.8% 16

Nicaragua 1.9% 1

Panama 1.9% 1

Paraguay 0.0% 0

Peru 1.9% 1

Puerto Rico 11.5% 6

Spain 1.9% 1

Uruguay 0.0% 0

Venezuela 1.9% 1

None of the above 32.7% 17

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Question 1

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Latino Insights

Were you born in the U.S?

Answer Options Response Percent Response Count

Yes 58.8% 20

No 41.2% 14

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Latino Insights

What is your age?

Answer Options Response Percent Response Count

18-24 14.7% 5

25-34 67.6% 23

35-44 5.9% 2

44+ 11.8% 4

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Question 2

Question 3

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Latino Insights

What is your gender?

Answer Options Response Percent Response Count

Male 29.4% 10

Female 70.6% 24

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Latino Insights

Do you ever use a game console (e.g an Xbox, a Playstation or a Wii) to play games whether or not you personally have one?

Answer Options Response Percent Response Count

Yes 73.5% 25

No 26.5% 9

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Question 4

Question 5

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Latino Insights

Have you used any spanish-language medium in the last six months? (e.g. TV networks, websites, radio)

Answer Options Response Percent Response Count

Yes 76.0% 19

No 24.0% 6

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Latino Insights

Which video game console(s) do you own? (Select all that apply)

Answer Options Response Percent Response Count

Playstation (Any model) 47.8% 11

Xbox (Any model) 30.4% 7

Wii (Any model) 65.2% 15

None of the above 21.7% 5

Other (please specify) 8.7% 2

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Question 6

Question 7

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Latino Insights

Which video game console(s) do you own? (Select all that apply)

Answer Options Response Percent Response Count

Playstation (Any model) 47.8% 11

Xbox (Any model) 30.4% 7

Wii (Any model) 65.2% 15

None of the above 21.7% 5

Other (please specify) 8.7% 2

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Question 7

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

Playstation (Any model) Xbox (Any model) Wii (Any model) None of the above Other (please specify)

Latino Insights

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Question 8 Latino Insights

Which is your preferred video game console and why?

Answer Options Response Count

17 answered question 17

skipped question 35

1.  Wii…because of Wii fit and rock band 2.  Xbox, better network, customer service and fun 3.  Wii is only. One I use.. 4.  PS3 Netflix 5.  Wii – the level of interaction. 6.  Playstation for graphics mostly. And it's not as easy to hack when playing online games as an

X-Box with a Microsoft based system is. 7.  I don't own a game console. However, I do use a Wii when I visit my 9yr niece. 8.  SNES and GB/GBA/DS, because I love pixel graphics. 9.  Wii 10.  X-box, I like the game selection and its the one I'm most comfortable using. 11.  Ps3. For the quality of video & gaming it has. 12.  Xbox - because of xbox live being the first operational console multiplayer. 13.  Bowling. Family loves to bowl. 14.  I don't have a preferred console. 15.  Wii easy to play & can actually be productive. 16.  WWE is the best? 17.  Xbox because of the graphics and online play

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Latino Insights

How often do you use a video game console?

Answer Options Response Percent Response Count

Several times a day 8.7% 2

About once a day 13.0% 3

3-5 days a week 13.0% 3

1-2 days a week 17.4% 4

Every few weeks, or less often 47.8% 11

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Question 9

Latino Insights

Which of the following best describes your video game playing habits?

Answer Options Always Most of the

times Sometimes Rarely Never

Response Count

Alone 4 6 5 1 4 20

Random online players 2 3 2 3 9 19

With friends 2 4 9 2 1 18

With other family members 6 5 7 3 1 22

With significant other 3 1 4 4 7 19

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Question 10

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Latino Insights

Who is the primary user of the video game console that you use?

Answer Options Response Percent Response Count

Myself 47.8% 11

Friends 21.7% 5

Mother 0.0% 0

Father 0.0% 0

Sister 0.0% 0

Brother 13.0% 3

Niece 4.3% 1

Nephew 0.0% 0

Other (please specify) 13.0% 3

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Question 11

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0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Gaming Workout Entertainment Productivity Education Other (please specify)

Latino Insights

Latino Insights

For which purposes do you use your video game console? (Select all that apply)

Answer Options Response Percent Response Count

Gaming 52.2% 12

Workout 34.8% 8

Entertainment 87.0% 20

Productivity 4.3% 1

Education 13.0% 3

Other (please specify) 0.0% 0

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Question 12

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Latino Insights

What best describes the type of games that you play? (Select all that apply)

Answer Options Response Percent Response Count

Action 34.8% 8

Action Adventure 47.8% 11

Construction and Management Simulation 17.4% 4

Role Playing Games 30.4% 7

Strategy 26.1% 6

Racing 21.7% 5

Sports 39.1% 9

Music 26.1% 6

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Question 13

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Latino Insights

What time of the day would you most likely use your video game console? (Select all that apply)

Answer Options Response Percent Response Count

6 a.m - 10 a.m 8.7% 2

10 a.m - 2 p.m 8.7% 2

2 p.m - 6 p.m 21.7% 5

6 p.m - 10 p.m 52.2% 12

10 p.m - 2 a.m 34.8% 8

2 a.m - 6 a.m 4.3% 1

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Question 14

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

6 a.m - 10 a.m 10 a.m - 2 p.m 2 p.m - 6 p.m 6 p.m - 10 p.m 10 p.m - 2 a.m 2 a.m - 6 a.m

Latino Insights

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Latino Insights

Have you ever access the internet while using your video game console?

Answer Options Response Percent Response Count

Yes 65.2% 15

No 34.8% 8

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Question 15

Latino Insights

Which best describes the reason why you are using your video game console to access the internet? (Select all that apply)

Answer Options Response Percent Response Count

To check my emails 18.2% 2

To search the internet 18.2% 2

To play games with other online players 54.5% 6

To watch movies/TV shows on Netflix 63.6% 7

Other (please specify) 9.1% 1

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Question 16

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Latino Insights

Overall, would you say that playing video games has had a positive influence on you, a negative influence, or hasn't had any influence on you?

Answer Options Response Percent Response Count

Positive influence 27.8% 5

Negative influence 5.6% 1

No effect one way or the other 38.9% 7

Some positive, some negative/depends on game 27.8% 5

Don’t know 0.0% 0

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Question 17

Question 18 Latino Insights

For the game you play most often, do you play the game alone, by yourself?

Answer Options Response Percent Response Count

Yes 50.0% 9

No 50.0% 9

answered question 18

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Question 19

Latino Insights

Do you ever read or visit websites, reviews or discussion boards related to the video games you play?

Answer Options Response Percent Response Count

Yes 41.2% 7

No 58.8% 10

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Question 20

1.  diverse, open and entertaining 2.  The pretty girl in class 3.  Kid 4.  boring 5.  Entertaining 6.  Jack of all trades. Knowledgeable. Versatile. 7.  friendly, fun, and easy 8.  Childish 9.  good 10.  That friend that's alright to hang out with when there's other friends around, but you cant stand

alone. 11.  Accessory-oriented 12.  A little kid: bouncy, sporty, hyper. 13.  Diverse 14.  unique

Latino Insights

If the Wii console were a person what words would you use to describe its personality?

Answer Options Response Count

14

answered question 14

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Latino Insights

Have you ever participated in a sweepstakes?

Answer Options Response Percent Response Count

No 72.2% 13

Yes 27.8% 5

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Question 21

Latino Insights

Have you ever participated in a promotional contest? (e.g. best recipe contest, best picture contest)

Answer Options Response Percent Response Count

No 88.9% 16

Yes 11.1% 2

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Question 22

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Latino Insights

Please indicate how strongly you agree or disagree with the following statements about advertising.

Answer Options Strongly Agree Agree Neither agree nor disagree

Disagree Strongly disagree

Response Count

Expect advertising to be entertaining 7 4 4 1 1 17

Remember advertised products when shopping 3 8 3 2 1 17

Enjoy watching advertisements 2 4 7 1 2 16

Advertising helps me to choose products to buy for myself or my children (if applicable)

3 3 5 3 2 16

More inclined to buy from a company that sponsors events in my community

5 3 3 4 1 16

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Question 23

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Latino Insights

With which of the two images you can relate the most?

Answer Options Response Percent Response Count

Image 1 22.2% 4

Image 2 38.9% 7

Image 1 and image 2 are the same to me 11.1% 2

Neither image 1 nor image 2 are related to me 27.8% 5

Don't know 0.0% 0

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Question 24

Image 1

Image 2

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Latino Insights

Are celebrity endorsements important to you?

Answer Options Response Percent Response Count

Yes 22.2% 4

No 72.2% 13

Don't know 5.6% 1

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Question 25

Latino Insights

Does it matter to you if celebrity endorsements are hispanic or non-hispanic?

Answer Options Response Percent Response Count

Prefer Hispanic celebrity endorsements 27.8% 5

Prefer non-Hispanic celebrity endorsements 0.0% 0

Doesn't matter 72.2% 13

Don't know 0.0% 0

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Question 26

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Latino Insights

If you were to select a celebrity/signer who could represent a video game console, who would it be?

Answer Options Response Count

13

answered question 13

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Question 27

1.  Penelope cruz 2.  ellen degeneres 3.  Ricky martin 4.  no one 5.  Billy Crystal 6.  Oscar De La Hoya 7.  Mr. T 8.  jenny rivera 9.  Kirk hammett 10.  I'd like to see a dancer representing the new console dance games - Shakira or Fergie

dancing for Xbox Dance Central. 11. Densel Washington/Bon Jovi 12.  Ronaldo 13. Channing Tatum

Page 112: Campaign - Nintendo Plan Book

References •  Simmons NCS/NHCS Spring 2006; Global Insight 2005 Hispanic Market Monitor; R.L Polk & Co. New Vehicle Registration

(Includes Leases), 2QTR. •  2006 CYTD (Base A18+ used for Movie Attendance, Regular Cola, Perfume/Cologne, Cell Phone, Non-Alcoholic Beverages,

International Travel , & Video games) (Base of HHLD for QSR, Food in the home, & Non-Alcoholic Beverages), Open Mind Strategy, Univision Connection Research, Nov & Dec 2006;

•  Scarborough USA 2006, Media Audit 9/13/2005, Hispanic’s Growing Importance to Automarket and Aftermarket •  Simmons NCS/NHCS Spring 2006; Global Insight 2005 Hispanic Market Monitor; R.L Polk & Co. New Vehicle Registration

(Includes Leases), 2QTR. 2006 CYTD (Base A18+ used for Movie Attendance, Regular Cola, Perfume/Cologne, Cell Phone, Non-Alcoholic Beverages, International Travel , & Video games) (Base of HHLD for QSR, Food in the home, & Non-Alcoholic Beverages), Open Mind Strategy, Univision Connection Research, Nov & Dec 2006;

•  Scarborough USA 2006, Media Audit 9/13/2005, Hispanic’s Growing Importance to Automarkeet and Aftermarket •  NPM scaled installed counts during October 2008 •  Simultaneous Media Usage Survey (SIMM10) - JUL 07, © BIG Research, 2007 •  Vorhuas, Mike (2010). GAME CHANGER. Advertising Age, 57 (23), 1 Retrieved from EBSCOHost •  Bulik, B. (2010). HOW THE 'MOVE' VIDEO CONSOLES STACK UP. Advertising Age, 81(32), 4. Retrieved from

EBSCOHost •  Daisuke Wakabayashi. (2010, October 29). Digital Media: Nintendo Bets on Social Play --- Game Giant Reports 43% Drop

in DS Handheld Sales as It Prepares Revamp. Wall Street Journal (Eastern Edition), p. B.6. Retrieved January 22, 2011, from Wall Street Journal. (Document ID: 2175010301).

•  MRI Media Mark Report Fall 2009 Product: Electronics (Video Game Systems) •  2010 U.S. Census •  ProAce Technology Services Inc. (Facebook Application Implementation)

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