A very large, Rupert Murdoch-pwned corporate video game site seems unable to grasp the reason why Nintendo’s marketing push for the Wii has not materialized in full less than one month before the North American launch. Oh sure, there are a few scattered billboards here and there, and there’s that Target cabinet in place of where the GameCube once was, but to date there hasn’t been the balls-to-the-wall ad campaign many of us believe Nintendo has lacked with previous launch efforts.
So, why? It’s easy. Wii marketing has been a trickle thus far because people like us don’t need it. Our decision to buy or not buy has been, for the most part, solidified. I’d argue, and do so pretty confidently, that every system set aside for Nov. 19 will be gone from store shelves by Nov. 20. Advterising in masse to this crowd (read: us) would be akin to the cliche “preaching to the choir,” or “beating a dead horse” or “Matt Cassamassina’s crazy hair has taken over his brain.” I kid the Cass, of course.
But seriously, “Wii Mom” Tracey Clark’s experience and the other Wii Ambassador parties were ten times the advertising for 1/3 of the price of buying TV time. TV commercials TELL you to buy something, while hands-on word of mouth stories from people you trust SHOW you how a product can make your life more fun. The again, I’ve only been Nintendo blogging since the summer, maybe I missed something.
As far as old school marketing is concerned I’m confident in Nintendo because we learned today that Nintendo has set aside millions of dollars for a holiday push in December. That’s right, the marketing is going where it is needed most — to those 2nd tier buyers who were not camped out at Best Buy (me, Blake, Dave, Scott) or at GameStop a few weeks ago (many Infendo readers). Selling us on the Wii with hip billboards, flashing lights and gameplay footage as we drive to work or walk the malls would be akin to me trying to sell Bibles to the Pope.
So, if watching a Wii marketing campaign reach full swing is your thing, wait until AFTER Nov. 19, when the real production begins to the tune of $12 million for the Wii and $6 million for the DS (which Nintendo says will sell an additional 1 million units — before year end!). Actually, I take that back. Wait until November, at the very least. Any complaining about a lack of “mainstream marketing” before that time is yet another example of Blatant Intenet Rumor and Speculation Gone Awry. BIRASGA!