Whilst this week saw Nintendo’s UK television advertising for the Wii U kick off, it will be during tonight’s X Factor that the first 60-second advertisement will air.
This coincides with plans that incorporate 103 days of outdoor campaigning, social media engagement and community parties.
“We are starting early to raise awareness, and are spending the same as we did on that first Wii launch,” Nintendo UK marketing and PR director Shelly Pearce explained to MCV.
“We know there is a demand out there for a new console format. And this is a new generation of console. Maybe at E3 2011 we didn’t make that clear enough – it really is a new box as well as that innovative controller, it offers many different things.
“We’re making sure to communicate that angle in the marketing, and the campaign will seem fresh and slightly different. Although there are clear elements that say ‘this is from the people behind Wii’ to maintain some continuity.
“We have the biggest line-up of any Nintendo console yet. We are getting great feedback from the press from our most recent hands-on event.”