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Nintendo Plans Major Christmas Wii U Offensive With Tesco Partnership & Ad Campaign

Jonathan Lester
Nintendo, Wii U

Nintendo Plans Major Christmas Wii U Offensive With Tesco Partnership & Ad Campaign

Nintendo acknowledges that many consumers don't know that the Wii U is actually a new console as opposed to an upgrade, but plans to remedy the situation with a major Christmas sales push and Tesco deal.

Or, in other words, they actually plan to start advertising.

Speaking to MCV, Nintendo revealed that they've booked space in Tesco stores, "send a five page leaflet to 300,000 Tesco customers that bought a Wii but have yet to buy another console," and give out discount vouchers for Wii U software. They also plan to run major television advert campaigns for Super Mario 3D World, Donkey Kong Country: Tropical Freeze and Wind Waker HD throughout the holiday season. Apparently their marketing budget is "significantly higher" than last year, though admittedly, last year's marketing was barely visible.

“There was a big misconception at launch about what Wii U is, said Nintendo UK marketing director Shelly Pearce. "And one of the big messages is that this is a new console and a new controller. There are many people out there that don’t know what this is.”

“We haven’t had the sales we wanted on Wii U hardware. We haven’t had the software for most of this year. But we have some quite ambitious numbers, particularly with some of our biggest franchises coming. Our monthly tracking shows that Wii remains the No.1 console for brand awareness. This offers us a massive opportunity to convert Wii owners to Wii U.

“Interest is starting to grow but we know we have a lot of work to do.”

I personally suspect that the Wii U will do modestly well over Christmas. Considering the high demand (hence potential high street stock shortages) and weighty RRPs for next-gen consoles, Ninty's cut-price option is going to be an attractive alternative for many families and last-minute present buyers. However, the console will only really come into its own next year with the release of flagship titles such as Mario Kart 8 and Super Smash Bros., alongside more hardcore options like Bayonetta 2 and X.

Add a comment3 comments
Tsung  Sep. 27, 2013 at 15:50

You sure there are going to be Stock Shortages?.
Sony are saying anyone who pre-orders a PS4 will get it before Christmas. Microsoft are saying they are going in the position where people will be able to walk into a shop and buy the xbox one. :/

Interesting tactic trying to convert Wii owners to Wii U owners. I cannot see it working. Those who own a Wii (and still own/use it) are clearly happy with the console why would they want to upgrade?.

Younger children will be happy with a Wii it does what they want it to do. Older Children / Teenagers I suspect will be pushing for an Xbox One or PS4. I couldn't imagine the disappointment if they opened their presents expecting XB1 or PS4 and getting a Wii U. Awkward.

That leaves adults who I guess given a choice will go for the console with more mature content if they are in the market for one.

I dunno, The Wii U isn't powerful enough to satisfy the more demanding console players but too powerful for the younger market. It doesn't seem to have a place in the world. :/

JonLester  Sep. 27, 2013 at 16:08

Sony will have their work cut out guaranteeing existing preorders, and the Christmas rush hasn't even started yet. I'd like to believe that everyone can walk into a shop the week before Christmas and buy a PS4, but the demand is going to be huge, and I can't see it happening. Would love to be proven wrong though!

The Xbox One will probably fare better in stock terms, but remember it costs upwards of &500 when you factor in games. That's big money even for Christmas presents and its an expensive time of year.

So if one can walk out of a shop with a Wii U console bundle and extra cash, I think it's going to do modestly well over the holidays, especially since many consumers will be viewing the three consoles as potential presents, not gaming technology.

Though your point about being awkward is very apt. ;) Still, I often didn't get what I wanted for Christmas.

I'm no analyst, so feel free to call me on it.

EDIT: I wrote this comment in a post office queue. Added in some missing apostrophes and smoothed over the incorrect autocorrects. Also slightly re-worded the final paragraph of the story to clearly show that it's a personal opinion.

Last edited by JonLester, Sep. 27, 2013 at 16:24
alansm  Oct. 9, 2013 at 20:06

It hasn't sold well so they're predicting a stock shortage... hmmm logic?


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