Nintendo Wii Integrated Marketing Campaign Case Study by Nicky

Nintendo Wii Integrated Marketing Campaign
This paper analyzes and evaluates the integrated marketing communications (IMC) campaign for the Nintendo Wii and completes an audit as to its effectiveness overall.
# 147277 | 4,162 words | 19 sources | APA | 2010 | US

$19.95 Buy and instantly download this paper now


The paper introduces us to Nintendo Wii and evaluates the company's marketing philosophy. The paper includes a dissection of Nintendos target market, demographic market and provides a complete evaluation of Nintendos marketing strategy. The paper includes a strengths, weaknesses, opportunities and threats (SWOT) assessment of Nintendos marketing and advertising plans. The paper concludes by discussing the results of Nintendos marketing campaign. Several tables and figures are included with the paper.

Table of Contents:
Executive Summary
Introduction to Nintendo
Company marketing Philosophy
Situation Analysis
Market Summary
Market Demographics and Needs
Marketing Strategy
Nintendo Wii Marketing Communications
Conclusions and Recommendations

From the Paper:

"The reliance on a multi-channel approach to managing channels is evident in the approach Nintendo takes in managing Web-based, print, online, co-op and blog-based advertising. As the demographic for the Wii is significantly different than its existing products, Nintendo relies on the basic frameworks in their IMC strategies to ensure there is a tight integration of advertising messaging consistency across all channels they use. There is also the need for sequencing the specific messages by each advertising vehicles over time, ensuring all of them are taking advantage of the full functionality of each of the mediums used.
Advertising design
The advertising design of the IMC Nintendo uses concentrates on providing consumers with the opportunity to take "ownership" of their own experiences with the Wii. This ties in excellently with the work on experiential marketing (Pine, Gilmore, 2007) that advertising needs to be designed to provide consumers with the opportunity to identify and see themselves using the product. The advertising design of the Wii commercials for example, do this excellently as the Japanese engineers travel to home and seek out insights into how the Wii can be used to compliment a person's life. Advertising design also stresses the freedom of this aspect as well, concentrating on allowing people to express themselves as they choose. This is also a advertising design strategy that fits well with the concept of using the game consoles as the basis of selling a multiple level of games over time. This is certainly the case with Nintendo globally as the figures in this report illustrate."

Sample of Sources Used:

  • Aaker, David A. 2009. "Design-Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean." Harvard Business School Press Books : 1. Business Source Premier, EBSCOhost (accessed February 27, 2009).
  • Josh Bernoff, Charlene Li. 2008. Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review 49, no. 3 (April 1): 36-42. (accessed Feburary 24, 2009).
  • Binken, Jeroen L.G, and Stefan Stremersch. 2009. "The Effect of Superstar Software on Hardware Sales in System Markets." Journal of Marketing 73, no. 2: 88-104. Business Source Premier, EBSCOhost (accessed February 28, 2009).
  • Scott D Anthony, Clayton M Christensen. 2008. Disruption, One Step at a Time. Forbes, October 27, 97. (accessed February 22, 2009).
  • John Dvorak. 2007. Ode to the Wii; The Wii doesn't produce the elaborate and stunning HDTV look of the Sony PlayStation 3, but thanks to its controller, it proves that what really matters is the game play itself. PC Magazine, March 20, 100. (accessed February 27, 2009).

Cite this Case Study:

APA Format

Nintendo Wii Integrated Marketing Campaign (2011, March 08) Retrieved February 06, 2023, from

MLA Format

"Nintendo Wii Integrated Marketing Campaign" 08 March 2011. Web. 06 February. 2023. <>