Nintendo concentrates efforts on Brain Training brand

Japanese video games giant Nintendo is rolling out a new campaign for its Brain Training brand that aims to generate a buzz among consumers and offer families a chance to prove their intelligence.

BD-NTWK has created the multiplatform experiential campaign for Nintendo UK, which kicks off later this month and aims to find Britain’s Brainiest Family. The campaign centres around a competition with the prize of university tuition fees for winning contestants.

The initiative is to be promoted via a national television and print campaign, as well as experiential activity, retail point-of-purchase activity and online. Nintendo has also secured brand and media partnerships for the push, with Chrysler providing a Grand Voyager XS and Thomas Cook offering holidays as runners-up prizes in the contest.

The experiential campaign mimics television game show and aims to encourage trial of the Wii game Big Brain Academy in ten shopping centres around the UK. Families will compete against each other on Big Brain Academy for a place in the national final, which will be hosted by GMTV’s Lorraine Kelly, where they will be able to win their child’s university tuition fees – worth £40,000. Filming from the final will be used to create the next Brain Training TV ad.

Media planning for the campaign has been handled by from Mediaedge:cia and above-the-line was created by Karmarama.

Nintendo’s Brain Training Academy brand, which launched last year under the dedicated Touch Generations brand (MW June 1, 2006) has been a huge it with casual and non-gamers. A recent ad campaign for More Brain Training, which kicked off in August, featured Nicole Kidman and is being parodied in an execution on YouTube featuring former snooker champion Steve Davies for World Snooker Championship Season 2007-08 (MW last week).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here