Redmond, WA-based Nintendo of America is preparing a $75 million marketing effort to support the late November roll out of its GameCube system.
A guerrilla campaign called Cube Club breaks this weekend, with Nintendo reps invading 12 cities including Los Angeles, Chicago, and Atlanta and transforming vacant lofts, office buildings, and other off-beat venues into dance clubs and sampling stations. The tour is sponsored by “Stuff” magazine, DC Comics, and Yahoo. Big Fat, Inc., New York City, handles.
An online contest will dare folks to do crazy stunts (like eat worms or shave their heads) in order to win Cubes. Three million CD-ROMS will be distributed in magazines and at retail featuring product information, games, and links to related Web sites. And some 10,000 interactive P-O-P stations will allow consumers to sample the system prior to launch. Elsewhere, Plano, TX-based Dr Pepper/Seven Up will give away GameCubes as part of its holiday campaign.
Media support via Leo Burnett, Chicago, includes TV spots, print ads in 50 magazines, in-theater, and mall and in-school material.
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