Case Studies

NINTENDO: ENGAGING YOUTH ONLINE

The Company

Since becoming established in 1933, Nintendo has become the world leader in the creation of interactive entertainment. Figures such as Mario, Donkey Kong, Zelda and Pokemon have become cultural icons embraced by a gaming generation. The success of their hardware and software is unrivalled, with more than 40% of American households owning a Nintendo video game system and more than 1 billion video games sold worldwide.

Background

After its launch in 1998, the Pokémon brand formed a worldwide phenomenon, encouraging kids to "collect 'em all". Nintendo wanted to enhance the use of their website to promote new product ranges, gaming championships, promotions and movies to existing fans, quenching their thirst for new and exciting ways to experience Pokémon. They also asked for implementation of fresh marketing strategies to broaden Pokémon's awareness and involvement with potential fans worldwide - ultimately preserving the brand's longevity.

The Solution

The Hub's creative team designed a range of interactive activities to engage current users of the site - including email postcards, online games, Pokémon email accounts, hints and tips for video games, a quiz for expert players to access special information and a separate microsite planned to promote regular competitions. Added to this, a viral marketing technique was recommended as the most effective strategy for the potential Pokémon audience. Through depicting rare characters hiding in an interactive banner, to be captured by the user - popping up on appropriate sites used by young people already aware of the brand - we aimed to adopt the 'collectable' appeal of Pokémon, encouraging the viral effect and, thus, enticing casual 'surfers' to the site and its features.

The Result

Subsequent study of website usage showed that the viral aspect of the marketing had more than doubled the overall click-through rate, while 95% of the clicks on the banner 'captured' the hiding Pokémon - indicating that nearly all of those using the banner had grasped its concept. Meanwhile, of all those exposed to the banner, 4% clicked to reach the site…which is more than ten times the industry average.