Publictivity.com Blog

Executing a PR campaign is hard and takes a lot of work. We spent a lot of time researching and delving into what makes it hard. When one goes so right that it’s almost scary, it deserves to be recognized. I think it’s time we give props where props are due: Nintendo, and the Wii campaign.

Remember a year ago, when the system was still called the Revolution? Remember the buzz, contests, and more about how the controller was going to change the way we play games? The Wii started very early on with their buzz. Granted, all game systems are going to get pre-launch buzz, but this was different. It was specific and newsworthy. It wasn’t: Sony To Release Playstation 3 Sometime Soon. Really? You’re going to launch a new system sony? No shit. The Wii created differentiated prelaunch buzz in a few areas.

a) The controller

b) Its name. Some loved it, some hated it. Regardless, it was buzz, and everyone knew the name. More imporantly there was logic behind it.

c) It created a cult like following. Everyone thought Nintendo was dead and out of the race. After Gamecube, who wouldn’t have thought so?!? With its prelaunch efforts, the Wii created a fanboy following somewhat familiar of Apple.

What is the message of the Wii PR campaign? If you answered: Gameplay and not graphics, you got it right. Everyone knows that the Wii is about gameplay, and the controller. It also has a secondary message of: Anyone Can Play this System. Think about it, the message is clear cut for this system… and Simple. What was PS3’s? Can’t tell you. Maybe “Spend 600 dollars for nothing”. What was Xbox 360’s? Not really sure. Now they’re trying to get their act together with the digital media hub idea.

Wii had a great launch. No one got hurt at stores. There was quite an ample supply of Wiis. It was even on South Park. Everyone who read about the Wii launch saw something pretty positive: A cheap system, fun for the family, and you might actually be able to get one. And the launch PR for Playstation 3? Really expensive, you won’t get one, and if you do you either got trampled or spent 2,000 on eBay. Wow, now that is great PR for a company (Notice the sarcasm. I need a Sarcasm plugin for wordpress). You know how I see that as a CEO? eBay is making more than Sony off of the product. Sony is taking a loss, while eBay is making money off the PS3 due to their fees. What do I know PR wise when it comes to business about Nintendo? They are making money. They also got the PR message to their shareholders: We’re going to make you money, and hopefully lots of it.

There’s probably many other points to touch on here, but the basics say enough. Nintendo created a great PR campaign that let their company bounce back, deliver a clear message, and ultimately have an amazing launch. Kudos, and hats off.