Nintendo Readies Multi-Media Blitz for DS
Nintendo has prepared a new multi-media, multi-million dollar advertising campaign to highlight the launch of the new Nintendo DS, a hand-held video game and communications system. Tagged "Touching is Good," the campaign lifts an eyebrow to the parental instruction, "please do not touch." Nintendo DS is a dual-screen, dual-featured product that includes video game functions, a built-in chat function, wireless communications and voice recognition. The campaign is being targeted toward a "full spectrum of hipsters," with print ads in gaming magazines supporting the launch. Nintendo's media agency of record, Starcom U.S.A., and its specialist division, Starcom Entertainment, negotiated media placement and branded integration with MTV and Dennis Publishing's Maxim, Blender and Stuff magazines. For more information about Nintendo, visit the company's Web site at nintendo.com.
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