Nintendo's brand new console, the Nintendo Switch, is set to launch in a few days, and I am absolutely ecstatic about it. Heck, I'm even taking the day off work. I've been a fan of Nintendo for pretty much all my life, and when you pair a new console with a very highly anticipated game (The Legend of Zelda: Breath of the Wild), I am all in.
Nintendo is definitely putting a lot of weight behind the release of this new console. They've been doing the typical things like setting up places across the country to preview the console, and they notably had a commercial during the Superbowl this year. But perhaps the most interesting thing they've been doing lately is something I have never seen emulated by any other company.
For those of you not aware, the primary selling point of the Nintendo Switch is its hybrid form factor. Just like any home console, you can play it from the comfort of your living room on your TV, but unlike the typical home console, the Switch has a built-in screen that allows you to take the console with you wherever you go.
And when Nintendo means everywhere, they are really driving that point home with their current campaign. Check out the shots below:
The campaign is both subtle and not subtle at the same time. While they're not outright saying "You can play the Nintendo Switch in the desert," the visual imagery and experience is supposed to convey this idea. Moreover, gamers are welcome to preview the Switch much like in the aforementioned cross country preview events.
Regardless of my bias toward Nintendo, I think this is a brilliant marketing strategy. Not only does it give a few gamers the opportunity to preview the console, but it also shares a message using nonverbal cues. I have never seen a company do something like this. It's a very bold move, but I think it's paying off in a big way.
I don't know if it's just coincidental, but I have to believe some part of this campaign rides the coattails of the unforeseen success that Pokemon Go had. Pokemon Go reintroduced players to a long forgotten yet beloved series by introducing a new experience not done by anything else that came before it. (Well, if you don't count Ingress.)
That experience, of course, being exploration. When I saw that first picture of the Switch booth in the desert, my thought instantly was "If I had the time and knew that was somewhere near me, I would want to go find it." And, of course, that would entail collaboration amongst friends to figuring out where this remote location is. Nintendo is drawing buzz about their name and console amongst people searching for this booth.
If postmodern marketing is all about telling a story, Nintendo hit a home run here. It's simple, it's unique, and it shows a lot of character. As a long time Nintendo fan, I am thrilled to see Nintendo hitting it out of the park with this campaign. I hope this draws success for the Nintendo Switch so I can keep playing their games!
Nintendo is definitely putting a lot of weight behind the release of this new console. They've been doing the typical things like setting up places across the country to preview the console, and they notably had a commercial during the Superbowl this year. But perhaps the most interesting thing they've been doing lately is something I have never seen emulated by any other company.
For those of you not aware, the primary selling point of the Nintendo Switch is its hybrid form factor. Just like any home console, you can play it from the comfort of your living room on your TV, but unlike the typical home console, the Switch has a built-in screen that allows you to take the console with you wherever you go.
And when Nintendo means everywhere, they are really driving that point home with their current campaign. Check out the shots below:
The campaign is both subtle and not subtle at the same time. While they're not outright saying "You can play the Nintendo Switch in the desert," the visual imagery and experience is supposed to convey this idea. Moreover, gamers are welcome to preview the Switch much like in the aforementioned cross country preview events.
Regardless of my bias toward Nintendo, I think this is a brilliant marketing strategy. Not only does it give a few gamers the opportunity to preview the console, but it also shares a message using nonverbal cues. I have never seen a company do something like this. It's a very bold move, but I think it's paying off in a big way.
I don't know if it's just coincidental, but I have to believe some part of this campaign rides the coattails of the unforeseen success that Pokemon Go had. Pokemon Go reintroduced players to a long forgotten yet beloved series by introducing a new experience not done by anything else that came before it. (Well, if you don't count Ingress.)
That experience, of course, being exploration. When I saw that first picture of the Switch booth in the desert, my thought instantly was "If I had the time and knew that was somewhere near me, I would want to go find it." And, of course, that would entail collaboration amongst friends to figuring out where this remote location is. Nintendo is drawing buzz about their name and console amongst people searching for this booth.
If postmodern marketing is all about telling a story, Nintendo hit a home run here. It's simple, it's unique, and it shows a lot of character. As a long time Nintendo fan, I am thrilled to see Nintendo hitting it out of the park with this campaign. I hope this draws success for the Nintendo Switch so I can keep playing their games!
Comments
Post a Comment