WiiFit.
..
2009 CPRS NATIONAL AWARDS
OF EXCELLENCE
Entrants' Names:
Pat McNamara, APR, Linda Andross, ABC, Heather Hopkins,
Shannon Morton, Dan Ovsey
Entrants' Organization:
APEX Public Relations Inc.
Title:
Nintendo Wii Fit Media 'Wii-Iations"
Division and Category:
Communication Programs
Category 1e: Media Relations
Time Period:
May - October, 2008
Brief Description:
APEX worked with Nintendo of Canada Ltd. to launch Wii Fit via
strategic media relations to a demographic that had never before
been targeted by a major gaming company: moms. The sixmonth campaign not only garnered a vast quantity of on-target,
enthusiastic media attention, but was successful in introducing
an entirely new audience to the world of gaming, helping to drive
sales of Wii Fit beyond target and putting the Nintendo brand at
the top of the "if' list.
CPRS NATIONAL AWARDS OF EXCELLENCE SUBMISSION SUMMARY
Pat McNamara, APR, Linda Andross, ABC, Heather Hopkins, Shannon Morton, Dan Ovsey
APEX Public Relations Inc.
Communication Programs e) Media Relations
Nintendo Wii Fit Media "Wii-lations"
May 2008 - October 2008
Women comprised 61 per cent of this demographic, with a
median age of 40. APEX built on this profile by identifying her
INTRODUCTION
Think video games are child's play? Think again. In 2008,
needs and desires for free time and fitness and, most
Nintendo of Canada identified that sales growth in the gaming
importantly, the media to which she gravitates. Prior research
world had to start coming from new demographics over and
conducted by APEX in its 2007 APEX Influencer Report had
above typical gamers; it was set to introduce the newest addition
found that traditional media remains the most trusted
to the Wii game system, Wii Fit, to moms, a demographic that
information source for Canadians. This compiled research
had never been targeted by a major gaming company. A
helped round out APEX's understanding of the "Family Timer"
successful launch of Wii Fit (ultimately the product needed to
psyche and enabled APEX to develop a comprehensive list of
be a "sell out") was imperative for Nintendo, as it would
target media that could help spread the word and key messages
become the entry from which all other mom demographic
about Wii Fit.
products would follow.
APEX also delved into blogs and social networks and conducted
APEX Public Relations Inc. was retained by Nintendo to
an informal media audit to determine journalists' perception of
communicate to Canada's moms that Wii Fit was fun, easy to
Nintendo and the Wii console. APEX found that these
use and good for the whole family. Delivering on the campaign
influencers were open to the Wii Fit concept, but they needed to
objectives was no easy task; APEX was presented with the
be convinced that it would interest their target audience, and that
"Wii" little challenge of essentially taking Nintendo out of its
Nintendo was more than just a gaming company.
gaming comfort zone and launching it head-first into the
unfamiliar world of lifestyle media. In a whirlwind two weeks,
OBJECTIVES
APEX unveiled Wii Fit to Canadian lifestyle media and helped
•
Achieve breakthrough coverage of Wii Fit in consumer,
them to fall in love with it, catalyzing a wave of momentum that
lifestyle and health / fitness outlets
o 60% of immediate launch coverage in targeted
supported the program through the months that followed.
lifestyle / consumer outlets
The six-month campaign not only garnered a vast quantity of
• Achieve a total program reach of 75 million within six
on-target, enthusiastic media attention, but also successfully
months ofWii Fit's launch
introduced an entirely new audience to the world of gaming;
• Achieve an MRP rating score of 7.5 and a cost-per-contact
helped to drive sales of Wii Fit beyond target; and put the
of less than $0.03
Nintendo brand at the top of the "it" list.
•
In conjunction with other marketing initiatives, drive trial
of Wii Fit and impact sales
CHALLENGE/OPPORTUNITY
APEX was tasked with developing a strategy that would appeal
PLANNING. STRATEGY AND ANALYSIS
to Canadian moms and their families by putting a strong
To ensure Wii Fit was profiled through breakthrough feature
emphasis on the value ofWii Fit from a healthy family fun
coverage in the magazines, newspaper sections and shows that
perspective, helping them get off the couch and into the game.
women - and moms in particular - would be tuned into, a
Nintendo's secondary goal was to maintain strong relationships
creative strategy was required to create interest beyond holiday
with its traditional core gaming and tech media. But while
gift guides and tech pages.
traditional garners were already familiar with Nintendo's
products, reaching out to non-gamer women and lifestyle media
New game launches in the competitive video game market are
typically accompanied by high-tech, flashy media launch events.
with a new product designed to appeal specifically to them was
a first. To get the message across to this target audience,
However, to introduce Wii Fit (and Nintendo, to the
uninitiated), to the target lifestyle and consumer media, it was
Nintendo wanted to move beyond simple product mentions to
achieve breakthrough feature coverage with lifestyle media.
important to create an intimate, hands-on, real-life experience
Wii -had been on the market for a couple of years, but lifestyle
that would familiarize them with Wii Fit without having to step
media had yet to Wii-ally embrace it - Wii Fit would
outside their comfort zone. These outlets were more
ultimately help them do that.
accustomed to receiving invitations and pitches related to
fashion, beauty, health - ultimately, anything but technology
and games! Despite the fact that the Wii had been on the market
RESEARCH
APEX began its research by looking at past Wii media
for two years, many lifestyle journalists were still not familiar
coverage; how it was launched and how it was received by
with it. These journalists required education and a hands-on
media and consumers. This provided a better understanding of
experience to ensure they developed an understanding of
the gaps that needed to be filled in order to pave the way for Wii
Nintendo's products, and familiarity with Wii Fit and its
Fit.
benefits.
Entrants' Names:
Organization:
Category:
Title:
Time Period:
Nintendo provided a profile of a consumer segment they called
"Family Timers," whose key needs included: spending time
with family and engaging in safe, fun activities together.
APEX developed and executed a three-part creative strategy that
would launch Wii Fit and generate immediate excitement, while
maintaining the momentum into the holiday season:
1) The Wii Fit Experience: Create a mom-focused, hands-on
Wii Fit experience for target consumer and lifestyle media, to
enable them to try the game for themselves and get excited
about it
2) Plant the Wii Fit Seed: Offer target journalists who could
not attend the launch - especially those who are also moms the opportunity to experience Wii Fit first hand through a
national loaner and seeder program
3) Maintain the Momentum: Follow the initial fanfare of the
launch with targeted media relations outreach to keep up the
momentum.
COMMUNICATION, EXECUTION AND PRODUCTION
The Wii Fit Experience: How Will It Move You?
For the May launch of Wii Fit, APEX engaged the target media
in a manner that would appeal to them - an intimate,
interactive, by-invitation-only experience at an exclusive gallery
space in downtown Toronto. Strategically, the experience
highlighted Wii Fit as a fun, easy solution for the busy mom
looking to stay fit, spend time with family and keep the kids off
the couch. The event was held several days prior to the in-store
launch, in order to give it some added cachet with media guests.
To spotlight Wii Fit's "fun for the whole family" focus, APEX
worked with Nintendo to secure a real five-member family for
the event, to help demonstrate various Wii Fit activities. The
Argues - particularly mom Deanna Argue and her three young
kids - were already huge fans of Wii and were eager to
demonstrate first hand Wii Fit's fun fitness benefits for the
attending media. In a modern, stylish rec-room setting,
journalists were invited to watch the game-play and engage with
the family members.
Leveraging Nintendo's partnership with the Olympic Freestyle
Ski team, Canadian freestyle mogul world champion and 2006
Olympian Kristi Richards provided product overviews and
demonstrations. Kristi's female celebrity status and her natural
connection to Wii Fit's downhill ski simulation helped lend Wii
Fit added credibility as a fun fitness tool for moms. Media were
then given time to speak to Nintendo representatives and to test
the product for themselves in a large, open area fitted with Wii
Fit game stations.
Plant the Wii Fit Seed
For those journalists who could not attend the event, APEX
simultaneously launched a seeder and loaner program, and
continued managing the program in the months following. This
supplemental outreach helped ensure that journalists were given
the information and first-hand experience they needed to develop
in-depth product reviews, and helped to build the relationship with
Nintendo.
Maintain the Momentum
Initial outreach also included distributing a nationwide press
release and ongoing follow up with media. To maintain the
momentum and further relationships with the media, APEX
simultaneously developed and executed a carefully timed media
"Wii-lations" campaign to ensure Wii Fit remained top of mind
with media. From June through October outreach to target
segments consisted of strategic pitches, crafted to secure interest
and generate coverage by offering one-on-one interviews with
Nintendo spokespeople; tips for incorporating Wii Fit into
various family activities; and general fitness advice for leading a
more active, healthy lifestyle:
1)
2)
3)
4)
Wii to Wii - Mainstream business
Wii Shape - Health and fitness
Wii-k1y Report - Current affairs
Wii @ Work- Careers and corporate wellness
BUDGET
For the six-month program, APEX was given a budget of
$110,000, including all event and product-related expenses.
EVALUATION
Objective:
•
Achieve "breakthrough" coverage of Wii Fit
o 60 per cent of immediate launch coverage in
targeted lifestyle / consumer outlets
Results:
• Within two weeks of the event, Wii Fit was featured in 90
stories, including 26 broadcast segments
o
69 per cent of the coverage was in mainstream
consumer and lifestyle outlets
• A total of 62 journalists attended the Wii Fit launch event
o 74 per cent of attendees were there representing
lifestyle / health outlets
o On average, journalists stayed at the event for 1.5
hours - far longer than a typical consumer launch
•
Key coverage generated from the launch event included:
o A CITY·TV broadcast segment that was taped at
the event and hosted by the station's health expert
o A full-page National Post article featuring a
colour photo and quotes from Nintendo
o A syndicated Canadian Press lifestyle article
resulting from the journalist's attendance at the
event, which ran in 23 print and online outlets
•
Breakthrough coverage in target Canadian lifestyle
magazines, including: Flare, Fashion, ELLE Canada,
Glow, Wish, Canadian Family and Best Health
Objective:
• Achieve a total program reach of 75 million within six
months ofWii Fit's launch
Results:
•
From May to October, Wii Fit generated 285 stories, with a
total reach of more than 156 million
•
Several top-tier journalists - including one young woman maintained "Wii Fit Diary" blogs
Objective:
• Achieve an MRP rating score of 7.5 and a cost-per-contact
of less than $0.03
Result:
•
Achieved an MRP rating score of 8.0, and cost-per-contact
from May - October was $0.007
Objective:
• In conjunction with other marketing initiatives, drive trial
of Wii Fit and impact sales
Results:
•
The product was sold out the first day it was available and
continued to sell out through the holiday time period
•
Nintendo sold 100 per cent of the product that was shipped
to Canada from May to October, 2008.