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nintendo draft 2
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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.
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.
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.
“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
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.
-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
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
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
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