Nintendo's Wii Fit: A Marketing 50 Case Study

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Photo: Tony Pettinato
Looking to expand beyond family-friendly sports video-game hits such as "Wii Tennis" and "Wii Golf," Nintendo last spring launched "Wii Fit," consisting of a balance board and software that create workouts at home.

Nintendo was looking to attract women and specifically moms, so Cammie Dunaway, 46, exec VP-sales and marketing for Nintendo of America, and her team took a page from the success of the original Wii console launch.

They created buzz by tapping Nintendo's legion of Wii ambassadors -- many of them mommy bloggers -- this time to host "Wii Fit" parties. Nintendo also handed out units to bloggers eager to lose weight and chronicle their results online.

The bulk of the budget was slated for public relations, which included a pitch to get ABC's Diane Sawyer to use the board on "Good Morning America."

"Wii Fit" also got support from traditional print and TV advertising promoted with the teaser tagline "How will it move you?" created by Goodby, Silverstein & Partners, San Francisco.

Since the May launch, the "Wii Fit" board and game pack have sold more than 2.3 million units in the U.S. and have never been lower than fourth on the monthly list of top game sales, according to NPD Group, and likely will top

3 million in sales this year. By comparison, only three gaming titles sold more than 3 million copies in 2007.
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