Nintendo seeks broader appeal

Nintendo is ramping up its marketing activity in the run-up to Christmas with a &£5m-plus advertising blitz aimed at fashion-conscious young adults, women and dog lovers. The strategy aims to broaden the appeal of the brand’s gaming devices and consoles.

The campaign will include television, print and in-store activity to support the launch of consoles and games as well as its existing products. The aggressive marketing plans come as Sony prepares to launch its PlayStation Portable into the handheld sector (MW last week).

The first wave of activity launches today (Wednesday) with the sponsorship of Channel 4 show, It’s Me or the Dog, and supports the launch of virtual pet game Nintendogs.

Nintendo is also running a Nintendogs on-pack promotion with Baker’s Complete dog food and has teamed up with the UK’s largest dog welfare charity, the Dogs Trust.

The strategy comes ahead of the launch of the GameBoy Micro, the world’s smallest handheld console, in November. Nintendo is planning to use celebrities to promote the Micro as a must-have fashion accessory and will target young women with advertising in the fashion and women’s press, a nationwide outdoor campaign and advertising in changing rooms.

Nintendo marketing director Dawn Paine says: “While our focus remains gaming, we are looking to broaden our appeal and are targeting non-gamers.”