NOA’s vice president of sales and marketing talks the Wii Fit ad campaign.
Wii Fit is almost here. Its stateside release date is May 19, but you’d hardly know it. NOA has done little to promote the game, despite its obvious marketability. How are people going to know the game exists if they don’t hear about it? Addressing this concern is Cammie Dunaway, NOA’s vice president of sales and marketing, who sat down with the Wall Street Journal to talk about how their unique marketing strategy is going to work. Of course, if you already read Nintendo World Report, we’ve got you covered as to Wii Fit news!
Dunaway addressed some important points. Among them:
• Advertising will not begin until the week of the game’s launch. Its ad slogan will be “How will it move you?”, and will feature pictures of people balancing on the Wii Balance Board.
• NOA will be trying very hard to reach women and, in particular, moms. The reason for the delayed ad campaign is that NOA doesn’t believe that your mother is going to mark “Wii Fit” on the calendar weeks before the release. Rather, mom hears about the game on the radio or through a magazine, becomes interested, and buys it. She might also be bugged to do so by her kids.
• Rather than going all-out on television and magazine ads, NOA is preparing a massive public-relations campaign. Diane Sawyer already tried the game and said that “it really does make you work.”
• The thinking here is that women and moms are more influenced by family, friends, and the news than TV and magazine ads.
• Unlike most exercise equipment, Dunaway does not believe the Balance Board will end up in the garage. Wii Fit tracks your progress over time, which Dunaway believes will keep people motivated.
For the full interview, click the link above.