Zumba Fitness, the surprise hit of 2011 so far, is to get a significant second wave of marketing thanks to a collaboration between 505 Games and Nintendo.
The pair have joined forces to create and fund a TV campaign for the Wii version of the title. It will hit screens next week (Monday, June 13th).
Since release, Zumba has been No.1 in the Wii charts for nine consecutive weeks and has sold over 250,000 units on the format.
The brand as a whole has clocked up over 320,000 units and is still in the All Formats Top Five.
Nintendo’s marketing manager Robert Lowe told MCV: “Zumba Fitness has been a massive success on Wii and we are happy to be working in collaboration with both 505 Games and Zumba to create this energetic and large-scale marketing campaign.
“It fits superbly with our female Wii audience, and the TV ad will show how Zumba fans can experience this amazing fitness phenomenon in their own living room.”
505’s marketing director Alison Mitchell added: “Zumba has been one of the sales success stories of the year to date and has surpassed all expectations.
“The TV campaign further cements the opportunity for greater brand success, taking it to a wider audience and ensuring that it continues to sell throughout the summer and the peak season.”