Friday, 4 May 2007

Drink Coke, Get Up and Play Wii

In a move that mirrors last summer's hugely successful iTunes/Coca-Cola Music campaign, Nintendo UK has teamed up with Coca-Cola (GB) to run a joint £2 million promotional campaign on Coca-Cola, Fanta, Sprite and Dr Pepper soft-drink cans and bottles. Promotional codes can be redeemed at Get Up and Play. Each entrant will also get a £5 money-off voucher to spend at GAME.co.uk… guaranteed!

TV and satellite advertisements will support the campaign, which represents Nintendo's first partnership with a major packaged goods brand. The promotion will also be bolstered by online and print advertising. The Japanese firm says it could lead to a long-term partnership between the two companies.

Kicking off this week, the promotion will offer weekly Nintendo Wii and DS prizes to consumers, with participation based on players entering a promotional code found on drinks products online or via a text message.

Ten 'ultimate Wii games rooms' will be given away every day, which include a Wii, Samsung LCD TV, mini fridge and a case of Sprite, Fanta and Dr. Pepper.

Trade marketing and promotions manager at Nintendo, Ben Taylor, said that the promotion was aimed at developing Nintendo’s position as current market leader in the next generation console war following a successful Wii launch period.

“Wii is already the must-have gadget of the year for people of all ages, this activity will re-enforce our message not just with with hardcore gamers but importantly will also reach everyone in the household including the mums and dads we also want to attract to our products.”

“It is a classic on-pack promotion,” Nintendo UK marketing director Dawn Paine told MCV. “There will be a website and a very heavy TV advertising campaign, which will run on terrestrial channels. There’s going to be over a million pounds of investment.”

Retailers will be creating feature and display to raise awareness of the promotion including Sainsbury’s who will have a separate pool of prizes and a separate 'text to win' number, meaning a purchase from Sainsbury’s will give consumers two codes for two separate prize draws and therefore a higher chance to win.