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Nintendo is embarking on a major cross-platform push to encourage Wii console gamers to play online.
The computer games giant, which has sold 14.2m Wii consoles across Europe, has begun an eight-week promotion under the tagline ‘Get it online’ to show gamers how to connect their Wi-Fi-enabled console to the internet.
It’s seeking to challenge gaming rivals including Xbox Live, which is predicted to generate $1bn (£680m) in subscription fees by 2013, according to research firm In-Stat. Xbox-owner Microsoft said it had 10m global subscribers in January.
Mario Kart, Super Smash Bros and Pro Evolution Soccer are among the games highlighted by the Wii campaign as ideal for playing against friends online.
The Get It Online campaign has taken over the main Nintendo website via a leaderboard that encourages visitors to click through to watch a range of 16 videos.
The campaign, designed by digital agency Candyspace Media, also directs visitors to enter their mobile numbers to receive a link to a mobile site where the videos are hosted. This is also being promoted via operator Orange’s mobile portal as part of a drive from Nintendo to integrate its marketing more heavily.
Media planning/buying for the Nintendo campaign was by media agency MEC Interaction.