Nintendo was looking to build relevance and market share for the DS console and software titles amongst women 18-34. We were tapped to help identify a female celebrity that had a high impact amongst the target audience and build an integrated campaign to help create excitement and awareness around the product the offerings.
WHAT WE DID
We identified and led all negotiations to acquire Mega Super Star Beyonce Knowles. An integrated team of agencies was led to develop the brands first ever globally integrated campaign, which included two TV spots, Tour Sponsorship, Digital and PR initiatives.