Speaking to marketing trade weekly New Media Age, Lowe revealed the publisher’s budget for TV, online and sampling is between £10 and £11million, of which a “large proportion” will be spent on the web.
The Wii marketing campaign, tagged ‘Wii Move You’, will target established Internet companies, including Lycos, Yahoo! And MSN. “Particularly over the launch week we’ll completely take them over – you’ll go online and see Wii everywhere,” added Lowe.
A teaser campaign will begin in mid-October, with a larger push beginning close to Wii’s December launch date.