The Nintendo Corporation is planning to unveil the next generation of the revolutionary Wii gaming system. The initial Wii system was profoundly different from existing gaming systems in nearly every aspect, from its design to its target audience, to its packaging and promotion. In many ways, it was these unique and innovative techniques of advertising and marketing that allowed Nintendo to experience unrivaled success in Wii sales, and to essentially redefine the gaming industry. Nintendo hopes to build upon this success with the introduction of the newest Wii. Therefore, they will require a comprehensive strategy to promote and advertise the new product. Additionally, Nintendo will also need to formulate sales strategies aimed at both consumers and trade channel members. As in the previous version of the Wii, the use of innovative technology to market the newest Wii should also be considered. Advertising Campaign Strategy
As was discussed in previous papers, the advertising campaign strategy employed by Nintendo with respect to the first Wii was groundbreaking. Nintendo made a conscious decision to market the device to the common consumer, rather than the seasoned “gamer”. This message permeated the entire campaign, even down to the name of the product, “Wii”, which implied that the system was for everyone, and that everyone could enjoy it and easily learn to use it.
The new Wii gaming system is rumored to introduce multiple new technological breakthroughs. Most intriguing is the exploitation of “haptic technology” (My Nintendo News, 2011). Haptic refers to the sense of touch, and some initial reports of the new Wii seem to indicate that the controllers will make use of the senses of sight, sound, hearing, and touch, in order to provide a more intense and realistic gaming experience. Also, the new console is rumored to be faster, possess high definition resolution, and introduce a new gaming controller with an integrated screen and camera. The screen is supposed to allow for multiple players to participate in the game without resorting to the use of split-screens on the television monitor.
One of the most impressive aspects of the original Wii campaign was the comprehensive advertising message, with its focus on the general consumer participating in games intended to involve multiple people, promoting a sense of community and common experience. The new Wii seeks to build upon this message. The new console should allow for a better gaming experience with multiple people simultaneously, and the camera is intended to promote real-time video conferencing and on-line chat with other game players. There are rumors that the working name for the new console is “Sense”, in order to draw attention to the integration of the sense of touch in the new consoles. However, part of the initial success of the first Wii was the fact that it was simple and unintimidating to the average consumer. The new, complicated remote with the integrated camera and monitor may be more reminiscent of the competitor’s complex remotes, and may dissuade some consumers. Therefore, the first recommendation for the advertising message would be to portray the new system as very simple to use and accessable to the casual gamer, but also technologically innovative and capable of very powerful functions. The name “Sense” would seem reasonable as well, as it is nonthreatening, simple, and uniquely identifiable. It is also recognized that the games themselves are the actual drivers of the machines, and it would be beneficial to release the console only when there is a broad spectrum of games available for purchase, from the popular family sports and educational games, to the complex and technologically advanced first-person battle games (Fox News, 2011). Maintaining a message that includes as many potential consumers as possible, from teenagers to families, was a winning combination for the first system, and should be continued. Given these goals, it is...
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