The fresh marketing push kicks off this week as the platform holder rolls out its TV ads, online assault and POS at retail, in a promotion the format holder described as ‘one of its biggest and most innovative UK promotional campaigns to date’.
“Given the ground-breaking success we’ve seen with Big Brain Academy on Wii so far, we didn’t want to rest on our laurels and began to look at re-promoting it at Christmas,” said Wii product manager Robert Lowe.
“We came up with the idea for Britain’s Brainiest family – with the prize being university fees paid for the winning family’s kids.”
Nintendo is set to tour the ten busiest shopping centres in Britain to unleash a series of gameshow-style competitions all based around families competing with each other on Big Brain Academy – an initiative that Lowe believes will yield significant results.
“We are hoping to get more than 33,000 people playing Big Brain Academy on DS and Wii over the period of the tour.”