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... [continues]
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