How the Wii is creaming the competition

Friday, April 27th, 2007

It’s interesting to see a story like How the Wii is creaming the competition in a fairly mainstream business magazine (Business 2.0):

In addition to its standard TV campaigns targeting schoolkids, the company pumped 70 percent of its U.S. TV budget into programs aimed at 25-to 49-year-olds, says George Harrison, senior vice president for marketing at Nintendo of America.

He even put Wii ads into gray-haired publications like AARP and Reader’s Digest. For Nintendo’s core users, he took a novel, Web-based approach: “To reach the under-25 audience,” he says, “we pushed our message through online and social-networking channels” including MySpace.

But Nintendo’s most effective marketing trick was to give away its killer app, Wii Sports, with every $250 console. It was a calculated attempt to speed up the process that brought success to the DS. And because Nintendo makes about $50 in profit on every Wii sold, it can afford to give away a game.

Leave a Reply