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Nintendo and Australian Open 2010
Sponsorship Leverage Activity
The Challenge
- Create a new, fresh and exciting leverage program to bring Nintendo to life at Australian Open
- Stand out from the clutter of sponsors within the new Grand Slam Oval precinct
- Generate mass hands on sampling of key Nintendo titles across both platforms - Wii and Nintendo DSi
The Solution
Wii Pavilion
- Authentic tropical thatched structure to endorse Wii's 'health and wellness' proposition
- Trained brand ambassadors engaged with consumers and distributed giveaways
- Consumers tried out range of Wii titles
- Daily Wii Fit Plus demonstrations
Nintendo DSi Zone
- Consumers loaned Nintendo DSi console at event and took the 'Nintendo DSi Audio Guide Tour' presented by Pat Cash
- Tour highlighted various points of interest at venue
- Name the sound competition at 'Sounds of the Open' pillar
- Wireless lounge to sample Nintendo DSi games and online capabilities
- Competition to WIN a Nintendo DSi daily
The Outcome
- Over 50,000 unique brand interactions
- Exceeded experiential objectives
- Encouraged positive word of mouth
- Generated hype and excitement and brand advocacy
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