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The Legend of Zelda: Ocarina of Time 3D released on 30 June in Australia, and Nintendo recently spoke to MCV to talk about the marketing strategy behind this landmark 3DS title.
While most 3DS or other handheld titles won’t ever see the light of day on TV screens, Ocarina had a quote-laden teaser campaign for almost two weeks pre-launch, followed by a full month of the unique Robin Williams TVC, due to carry on until the end of next week.
Nintendo struck particularly hard at retail, investing in a ‘heavy-weight’ campaign including shelf takeovers and end caps in all major retail outlets, as well as large scale in store displays.
Nintendo also partnered with IGN for a ‘Black Beta’ event, where IGN co-hosted a night where its readers could play the game early at a downtown Sydney venue. Black Beta events are traditionally the realm of home console games.
Kath Carroll, brand manager for handheld at Nintendo Australia, said: "The Legend of Zelda Ocarina of Time 3D was an extremely important release for the Nintendo 3DS as it was the first time fans were able to see this much loved classic in full 3D without the need for special glasses."
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