Coverage worth millions, record sales for the DSi handheld console in Europe and an online campaign with more than 1.5 million downloads
The challenge
Keeping Nintendo ahead of the game by managing its corporate issues and driving creative product launches in across seven European markets.
Our response
Issues vary wildly from the UK to France to Italy, for example, but we provide a central point of clear and consistent advice that is aimed squarely at protecting the brand, and establish positions on issues ranging from piracy to sustainability. For example, we developed a very careful strategy to handle media focus on stock shortages in the run-up to Christmas, which saw Nintendo receive far less negative coverage than in any year. We also work to broker strategic partnerships with pan-European organisations in order to promote product launches.
Results
We brokered a partnership with Oscar-winning studio, Aardman, to promote a new animation app for the Nintendo DSi, which saw Aardman produce the “12 animations of Christmas.” These were promoted online and more than 1.5 million people viewed them across Europe.
We lobbied Weightwatchers to make the Wii Fit an official part of its famous points system, and brokered a partnership with The Kennel Club, to promote Walk With Me, a game that measures your steps with a pedometer.
Nintendo Case Study 2010 from Fishburn Hedges on Vimeo.
