Nintendo Takes Over Hollywood's Kodak Theatre - Event Marketer

Nintendo Takes Over Hollywood’s Kodak Theatre

DB_Nintendo_2007 Ex
Brand: NINTENDO
Agency: AVISTA STUDIOS
Awards: EX AWARDS — BEST PRESS/MEDIA EVENT
Year: 2007

It has been a big couple of years for the major players in video games. On the heels of Microsoft’s Xbox megalaunch a year before, Sony rolled out its highly anticipated PlayStation 3 in 2006. Which meant that when E3 came around, Nintendo needed to separate itself from those rivals for the introduction of its entry in the field, the Wii.

Working with an audience that was primarily global media (other targets included third-party game developers, analysts and influencers), Nintendo took over Hollywood’s Kodak Theatre, inviting more than 3,000 people to witness five live gameplay demos from three countries. An audience member (the winner of an online, buzz-generated sweeps) was called up to play Wii tennis on stage against the company’s ceo, with the action projected onto a screen more than 80 feet wide and 40 feet tall.

The event was broadcast live to Nintendo’s New York City store and its corporate offices in Redmond, WA, and the brand provided live translations in several languages to accommodate the international audience. Select audience members were invited to an exclusive performance by the Black Eyed Peas.

Print, online and broadcast media mentions exceeded expectations, with more than 15,000 news stories running within the first 24 hours post-event. And the next day at E3, consumers waited up to three hours for a chance to play the game—the longest lines in Nintendo’s history at the show.

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