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. â–
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