Archive for the ‘commercials’ Category

Nintendo’s U.S. Wii U TV advertising. Marketing genius, or marketing failure?

November 9, 2012

Coffee Beans
There are now four official Wii U commercials for the United States. There is the official “Wii U Advertising Campaign Launch Video”, which is the only one minute Wii U commercial so far; and New Super Mario Bros. U, Nintendo Land, and SiNG Party each have their own 30 second commercial.

The U.S. Wii U commercials have received mixed reactions from fans, and for various reasons: the music, the presentation, the information (or lack thereof). The video above is the slightly updated version of my original updated version of Nintendo’s “Wii U Advertising Campaign Launch Video”, that Nintendo of America revealed last Thursday.

Do the U.S. Wii U commercials do a good enough job at addressing the fact that the Wii U is a brand new console, with a brand new controller? Will the way that each U.S. commercial is worded be a genius marketing strategy, or a marketing failure? Brew yourself some coffee and hit the jump to take a look at the commercials, and specifically listen to the way the Wii U is talked about in each commercial.

The Brew
Here’s the first U.S. Wii U commercial, “Wii U Advertising Campaign Launch Video”:

The second Wii U commercial to hit Nintendo of America’s YouTube account was this New Super Mario Bros. U commercial, last Friday:

The SiNG Party Wii U commercial was originally released by the production company behind the dancers in the commercial, and then Nintendo added it to their YouTube account this past Monday:

The last U.S. Wii U commercial to be released, so far, is this Nintendo Land commercial that they released on Monday as well:

Caffeinated Thoughts
I don’t think the Wii U commercials do a good enough job of addressing the fact the Wii U is a brand new console, and instead I think they give the impression the “Wii U” is just a brand new controller that works with existing Wii consoles.

In the Wii U campaign launch video the line used is, “With the all new Wii U…”, and that’s it. Not once, in the entire one minute video are the words “console” or “system” spoken. I also think the commercial is lacking a few key details that would help clear up that the Wii U is a new console and not just a new Wii controller, and I added a few of those details in my video up top. Instead of just focusing on the Wii U console and the Wii U GamePad, they show people sitting around in the rooms participating in gameplay using Wii Remotes and Nunchuks as well.

What about the New Super Mario Bros. U launch TV commercial? It has the same issue. The lines are, “This is how you’ll play next. Using the all new Wii U GamePad controller…”, and it ends with “New Super Mario Bros. U, only available on the all new Wii U.” It lacks the specific words “the all new Wii U console” or “the all new Wii U system“. Like the Wii U launch video, they show other people playing with Wii Remotes in the commercial.

What about the SiNG Party Wii U launch TV commercial? Same thing! It’s a 30 second commercial, and the first voice-over line in the commercial is, “Face the crowd and get the party started with the all new Wii U GamePad controller.“, followed up immediately with the next line, “SiNG Party, only available on the all new Wii U.”

Nintendo Land’s commercial? Same thing. “With the all new Wii U, this is how you’ll play next.” There is no focus on the Wii U console by itself, and it shows other players using Wii Remotes (and Nunchuks) to play the game along side the GamePad.

The commercials all end with an image of the Wii U GamePad in front of the Wii U system, and the games being sandwiched between them (on the game only commercials). The problem with this? The Wii U console looks a lot like the Wii console. Hiding it in the back without ever showing it up close with the logo on it, and never showing the price of the two bundles (or that it comes in two bundles), I don’t think is helping customers/viewers understand this is an entirely new system. To see what the Wii would look like behind the Wii U GamePad, I edited the following image:

Also, while I understand Nintendo is wanting current Wii owners to understand their Wii Remotes and Nunchuks will work on the new Wii U system, I don’t understand why they are showing the Wii Remotes and Nunchuks being used for gameplay, instead of showing the Wii U Pro Controllers being used instead.

I really do hope I’m wrong and that the Wii U commercials provide enough information for your average consumer, but I fear for the retail employees that will have to explain to the customers showing up in stores expecting only to buy a new Wii controller, that it’s not just the controller but an entirely new system they need. Having worked in retail, and seeing how the U.S. Wii U commercials are worded and lack information such as price, I can see this being an issue.

Perhaps the commercials are worded the way they are to purposely get consumers thinking this is just a new Wii controller, and then when they show up in stores they will get to demo the system live hands-on instead? Maybe Nintendo is betting that hands-on with the system in stores will help sell it, and that consumers will also do the research before heading out this holiday season to buy a Wii U?

If the marketing strategy with the U.S. Wii U commercials is trying to get the mass market to think the Wii U GamePad is just a new Wii controller though, I think they are doing it the right way, even though I think it would be odd if that’s their goal. Maybe this will be the best way to get consumers to look up information on the Wii U, and I just hope that providing less information to consumers initially, ends up selling more Wii U consoles for them.

I don’t think the European or Japanese Wii U commercials have the wording problem that the U.S. commercials do, so I think it will be interesting to see which marketing strategy works out to be the best. Will more basic information equal more sales, or less basic information equal more sales? Is less, more? I guess we’ll find out within a few months if Wii U units are flying off store shelves in the U.S., or if Nintendo of America changes the marketing techniques.

Questions
If you have a cable TV or satellite TV subscription, have you seen any of the Wii U’s commercials? If so, do you think the commercials do a good enough job explaining that the Wii U is a brand new console, with a brand new controller?

Do you think the lack of information such as the Wii U being available in two bundles, at two different price points, and the wording in the U.S. commercials is a genius marketing strategy, or a marketing failure from what you have seen?

You can pre-order New Super Mario Bros. U, Nintendo Land, and SiNG Party on Amazon.com below, as well as see the outrageous prices of Wii U consoles from third party sellers because Amazon.com is still not carrying the Wii U directly:

Nintendo’s U.S. Wii U Commercials, and updated Coffee "Launch Video" version

November 5, 2012

Coffee Beans
This past Thursday, November 1st, Nintendo showed its first Wii U launch video produced for the United States. They released a New Super Mario Bros. U commercial and a SiNG Party commercial, both Wii U games, last week as well.

The official launch video has received very mixed reactions. Some Nintendo fans think it’s okay, and that it will do okay with multiple viewings. Others think it’s pretty bad at conveying what the Wii U is and what the Wii U is about, and aren’t fans of the music chosen for it.

If you missed the new Wii U launch video an commercials last week for the U.S., brew yourself some coffee and hit the jump to see them below, as well as my updated version of the first official “Wii U Advertising Campaign Launch Video”!

The Brew
First up, the “Wii U Advertising Campaign Launch Video” which was the first one Nintendo of America released last week:

Next up, the “Wii U SiNG PARTY Launch TV Commercial” that was published and made public last Friday by JK Dance Productions:

Last up, the “Wii U – New Super Mario Bros U Launch TV Commercial” that Nintendo published on their YouTube Channel last Friday, November 2nd:

Caffeinated Thoughts
I personally don’t think the “Wii U Advertising Campaign Launch Video” does a good enough job of showing that the Wii U is a brand new console, and not simply a new controller that can be used with existing Wii consoles. Same with the New Super Mario Bros. U and SiNG Party commercials. Every main shot of the Wii U console in the videos is hidden behind the Wii U GamePad, which I think might lead to confusion for many being that the black Wii console and black Wii U console (same for the white versions) look very similar in appearance.

Also, it seems very “busy” to me, with nothing being explained as to what is happening and being shown. I don’t think the background music is a good choice if the ad will be used to target all ages of potential Wii U buyers. (Bean 1 enjoys the video a good deal, and Mrs. Coffee didn’t mind it, but she did know about the Wii U before watching it.) I do think the launch video would be better marketed at a younger audience, and not the “expanded audience” of older gamers that Nintendo picked up with the Wii and I think it will be interesting to see how/if Nintendo adapts the Wii U marketing strategy for different audiences.

Being that the “Wii U Advertising Campaign Launch Video” doesn’t say “Commercial” in its YouTube title though, like the two for the Wii U games do, makes me wonder if the ad will actually run on TV, or if it is perhaps just designed for the internet to kick things off?

Even though I don’t think the music is the best choice (and I lack the announcer voice), I decided to see if I could have some fun and re-edit the video using the same background music in the original, but make it a little bit more informative and help show viewers the Wii U is not just a new controller, the GamePad, but also an entire new system. You can see my updated, over caffeinated, version of the “Wii U Advertising Campaign Launch Video” below.

Questions
Are you impressed with Nintendo’s Wii U launch video and commercials for the U.S. market so far? Do you think they need to provide more information in them, as I do? If so, what information would you like to see in a general Wii U console commercial?

Would you prefer an official Wii U video that addresses and shows a little better what the Wii U GamePad is being used for, and that the Wii U console is entirely new; perhaps like my updated, over caffeinated, Wii U video?

You can pre-order New Super Mario Bros. U and SiNG Party on Amazon.com and check out the outrageous prices of the Wii U consoles from third party sellers, below: