Nintendo GameCube: Nintendo teams up with MTV Europe

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NintendoPosted: April 25th, 2002. PLAYING GREAT GAMES TO GREAT MUSIC

Nintendo teams up with MTV Europe as part of its marketing campaign to launch the Nintendo GameCube in Europe.

Nintendo, the world’s leading video games company, announces its partnershipwith No 1 global music channel, MTV Networks Europe, in build up to the Europeanlaunch of Nintendo GameCube on May 3 2002.

Nintendo announces another key element to the Nintendo GameCube marketing campaignby joining forces with MTV in a four-tier fully integrated campaign running throughoutEurope, featuring on-air competition packages, spot advertising and DJ appearancesas well a dedicated Nintendo GameCube MTV “fun weekend”. The campaign, which runsthroughout the key period of early April to late June, will target the core MTVlate-teen and adult viewers and will raise the profile of Nintendo GameCube asthe must-have video games console.

In the “fun weekend” competition, fans will be given a chance to win theultimate prize – spending a weekend in the Nintendo GameCube penthouse with 5friends at a top London hotel. They will be able to sample and review theconsole’s wide software range in the perfect 48-hour chill-out environment.

The competition mechanic will be promoted by a schedule of bespoke 30-secondpromotional ads produced by MTV, and a dedicated MTV microsite. The viewers ofMTV will be invited to send their entry to this unmissable competition via MTVwebsites, SMS or e-mail.

This will be complemented by a pan-European advertising campaign, in additionto exclusive MTV promotions, building up to the sponsored fun weekend itself.The weekend will feature special themed programming, which reflects the fun,inclusive nature of the Nintendo GameCube brand.

As part of the integrated campaign, Nintendo and MTV will highlight thepan-European 42 date Cube Club tour and give away exclusive tickets during MTVSelect (in UK, Germany and Spain), MTV Videoclash (in Italy), and TMF Top 5 (Benelux)slots. The Cube Club events combine the excitement of the Nintendo GameCubegameplay with an awesome clubbing experience. Acclaimed DJ’s such as Tom Novy,Mr C and Paul Richards will be spinning the decks on the last Cube Club datesacross Europe, and international DJ / producer Erick Morillo will appear acrossMTV Europe in a news item filmed live at the London Cube Club venue on 27thApril 2002.

Franco De Cesare, head of marketing, Nintendo of Europe comments:“This is a unique pan-European deal that brings two excellent brands, Nintendoand MTV, together with a mutual philosophy of creatively entertaining audiences.

The campaign will capture and inspire the imagination of viewers and gamersacross Europe before and after the launch of Nintendo GameCube on May 3rd,with the “fun weekend” promotion giving four lucky winners the chance toexperience the ultimate gaming provided by Nintendo GameCube and its widerange of software titles in luxury surroundings on the very weekend it launches.”

This fully integrated pan-European deal has been negotiated by Starcom Motive.

Ian Clarke, business director at Starcom Motive, states:“By establishing close links between the Nintendo GameCube and MTV brandsacross Europe, we have provided the consumer with an opportunity to engage withGameCube on a deeper, more rewarding level. Equally, by centralising the entireprocess, we have delivered maximum efficiency, while reinforcing the innovateyet inclusive stand intrinsic to the Nintendo brand.”

Nintendo of Europe will be spending €100 million for its pan-Europeanmarketing campaign that includes advertising, online promotions, PR, previewsampling events and ambient activities.

Nintendo GameCube launches across Europe on May 3 2002 and is expected toretail for £129.The console will launch with over 20 games at launch and up to 50 titles bysummer.