Nintendo's interactive campaign had money grab as both its theme and assured result.
oOh!media's experiential division, oOhfactor! mobilised Nintendo gamers to search for hidden coins as part of the launch of Nintendo’s New Super Mario Bros. 2 game and 3DS XL console.
Teams of Nintendo gamers navigated their way around the CBD in Sydney, Melbourne and Brisbane hunting for coins.
Ten teams of four gamers, who won a place in the challenge through Nintendo’s website, used a CBD grid map to hunt for special coins on New Super Mario Bros. 2 street posters displayed in alley ways, power poles and buildings around the CBDs.
The team from each state to take the most photos of themselves with the Super Mario Bros. 2 street posters, plus their scores from 20 minutes of gaming time, won a brand new Nintendo 3DS XL Console and the New Super Mario Bros. 2 game.
The Coin Rush headquarters were located at key EB Games stores in each state, supported by further Nontendo launch celebrations and consumer engagement in-store.
Teams also won prizes for dressing up as their favourite Super Mario Brothers character.
General manager of oOhfactor!, Matt Boyd, was enthusiastic about the result, “This was a really exciting activation to deliver on behalf of Nintendo. It’s not often we get to bring to life the fun experienced from a computer game, especially one as iconic as Super Mario Bros. It’s a great way to create launch hype and reward consumers’ brand loyalty of this famous game franchise.”
Close your eyes and say, "Just do it." What do you see? Yes, me too...the Nike tick logo. But hammering brand image statements into people's heads is considered so yesterday now. Is it? Let's find out...