Ant and Dec head up most expensive Q4 campaign in firm’s history
Nintendo UK is banking on its biggest ever Christmas campaign to see off the threat from a freshly-discounted Xbox 360 and PS3 this Q4.
The platform holder has signed family TV favourites Ant and Dec to head up its Christmas campaign and future marketing endeavours, MCV can reveal.
Sources close to the company revealed that it felt its traditional celeb campaigns had “become stale” – and overly emulated by third party publishers.
The TV ads, which will air from October 16th, will involve Ant and Dec interviewing real Nintendo fans about the firm’s products – echoing the pair’s style in programmes such as Pop Idol and Britain’s Got Talent.
The news comes just two weeks after Microsoft cut the trade price of its 120GB Xbox 360 Elite to £199 – rivalling the SRP of Wii – as it continually strives to woo the family gamer.
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Nintendo general manager David Yarnton told MCV: “This is not just a run of the mill partnership, it goes beyond what would be expected from a ‘traditional celebrity deal’ – not just for Christmas but into the future.”
Senior product manager Rob Lowe added: “Our strategy is to bring gaming to everybody, whilst removing the niche status and stigma that has often restricted the industry.
“Ant and Dec’s universal appeal and all-encompassing charm takes this strategy to the next stage and we hope it will herald a step-change in the way video games are perceived by everybody.
“We feel this is a hugely innovative campaign and the media support behind it is the most we’ve ever committed to during the October to December period. It truly feels like a groundbreaking approach for both Nintendo and the industry as a whole.”
Comments
Nintendo spends big to rule Xmas
They're made for each other. Ant and Dec? That's two morons that really will improve Nintendo's profits.
More mario kart ads?
looks like Ant and Dec get to advertise Mario Kart (AGAIN)
I think Nintendo need some new titles to bring the attention back onto Wii.
Yes there is a new mario game due this Xmas but compare that to the titles due on PS3/360 the offering looks pretty poor.
Oh and they need a price drop on Wii £179.99 is priced far to high after the competition dropped the price in my opinion.
shame as i think Ant and Dec are a great pair to have to advertise your products "lets get ready to rumble" :)
Nintendo spends big to rule Xmas
Good strategy..Ant and dec seem to be able to make anything popular.
I don't think nintendo have a poor line-up at all to be honest. I think it's very strong from a mass market point of view (and pretty decent for the hardcore as well).
Wii Sports Resorts, Wii Fit Plus, Mario and Sonic at the Winter Olympics and New Super Mario Bros are all follow ups to some of the biggest selling games in history...
...plus there's stuff like Rabbids Go Home, Silent Hill, Dead Space Extraction,Resident Evil Darkside Chronicles, Endless Ocean 2, A Boy and His Blob, Lost winds 2.
Of course a Black Wii wouldn't hurt ..and neither would a drop o £149 (but I can't see that happening in the UK)
...and it would be nice to see Nintendo throw some advertsing weight behind some of the 3rd party hardcore titles.
old
Aren't they a bit 1995?
What About
How come nobodies mentioned PDC Darts! It'll be massive at Christmas!
I'll get my coat
Hmm
Does this mean they're going to be like these new DS ads where they're interviewing 'real people' about their DS experiences?
Those ads remind me way too much of ads for Flora and the like with 'real people' and how much product X/Y/Z has lowered their cholesterol or whatever.
Do people really buy into that stuff? It always seems very contrived and condescending to me. Add Ant & Dec and it could get 'mega' annoying.
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