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Nintendo has created some of the most well known character and game franchises in video game history. They are games that have withstood the test of time, making the leap from first-gen to next-gen without sacrificing the integrity of their origins.
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Hipsters, cult followers and trendsetters have thrived off retro gaming as inspiration for art and music so how can Nintendo capitalize on such powerful equity without overtly offending, and potentially dissuading, brand enthusiasts? Two words: Virtual Console. Leveraging the innate love for old-school games, Nintendo promoted their Virtual Console with a guerrilla out-of-home campaign.
Nostalgically professing a mutual love for their videogame heritage and history, Nintendo's "Wii Wiill Never Forget" campaign proves powerful with its iconic imagery and uniquely creative call to action. Mosaic billboards made of Post-it notes drive home the notion that Nintendo is committed to their classic games, while appeasing their audience and fans alike.
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Blog Posting
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Back in Issue #3 of Toggle I discussed the convergence of entertainment, the blurring lines of movies and games, and how Assassin's Creed is a case in point. By also highlighting Ubisoft's fan-created short film contest, we see how well user-generated content can help drive brand awareness. Last week after the contest announcement in which Ubisoft tasked fans to create a short film inspired by the Assassin's Creed story, a winner was announced last week.
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The Ultimate Weapon takes a different perspective on the Assassin. The director notes: Past meets present as modern-day assassins battle to obtain the world's most powerful weapon. The conspiracy around the Crusades and historical assassinations are uncovered in this action-packed short. We meet two hired assassins in a Paris Cafe, as they plot to terminate the caretaker of an ancient artifact believed to possess the power of the divine Himself.
Spending two weeks of production on about $800, the winners received $10,000, an XBox 360, the game itself, and will be featured on the Collector's Edition Extras DVD that comes with the game. By means of this contest, Ubisoft managed to create a dialogue and a creative outlet for their target. While leveraging fan momentum and anticipation of the game, Ubisoft was able to get great press and uniquely branded content as we approach the launch of the game.
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The Ultimate Weapon Video Link
Contest Winner Press Release
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