2009 Platinum PR Awards: Product Launch—GolinHarris & Nintendo

Wii Fit Gets America Moving

How do you turn what looks like an ordinary bathroom scale into an innovative video game? That’s what Nintendo execs set out to do with the launch of Wii Fit, its newest fitness game. Having debuted at E3 2007 to lukewarm response, the team, along with agency partner GolinHarris, needed to postition the product as a legitimate workout tool that put the fun into fitness.

The team sought to generate excitement before the product hit the shelves through extensive media outreach. They partnered with health orgs for added credibility and had fitness trainers personally demonstrate the product to top outlets. A blockbuster launch event in NYC’s Central Park rounded out the strategy.

The Wii Fit launch exceeded goals, going so far as to become one of the most successful launches in Nintendo’s history. More than 6 million copies have sold in the U.S. alone; one year later, it remains among Amazon’s top 10 best-selling games. ■

Honorable Mentions:

Boost Mobile: $50 ‘Monthly Unlimited’ News Announcement—Boost Mobile created an aggressive press release that compared its new Monthly Unlimited prepaid plan with those of competitors in no-nonsense language, grabbing more than 230 headlines and 180 blog posts in 48 hours.

McDonald’s & GolinHarris, Burrell Communications, IW Group and VPE PR: What Came First? To launch McDonald’s first chicken-for-breakfast menu offering, the team played with the “chicken or egg” question with an interactive Web site, consumer events and blogger relations, garnering nearly 150 million media impressions.

Rational 360 & Bright Automotive: Bright Automotive Announces the IDEA—Rational 360 put together a media event to reveal Bright Automotive’s first vehicle—a plug-in hybrid electric vehicle—that drew nearly 50 reporters, as well as Congress members.

Greater Houston Convention and Visitors Bureau (GHCVB): Launching Houston CityPass—GHCVB introduced Houston’s new CityPass with a media drop, press conference and online outreach, which collectively garnered 13 million impressions.

October 26, 2009