At launch, Nintendo seeded Wii U systems and software to 50 YouTubers identified for their talent, influence and passion for gaming—giving them one week to create videos about their Wii U experience. The videos were self-published on YouTube and championed across the social web creating breakthrough coverage. Next, twelve finalists were flown to Hollywood and in teams of four given 48 hours to make films inspired by New Super Mario Bros. U. The finalists then traveled to Park City for a once-in-a-lifetime opportunity to premiere their work to industry VIP’s at the Sundance Film Festival. A standing room only crowd at the Nintendo Lounge determined which team earned the coveted chance to meet with a leading agent at United Talent Agency to help further their careers. The next day the films aired on Electronic Playground, with support from Nintendo’s social media channels, sparking even more interest from mainstream media.

To date, the videos have generated:

• Over half a billion impressions from traditional media stories

• More than 6.5 million consumer-generated social media impressions

• Nearly 4 million views YouTube with 105,000 likes and 21,000 comments

• And 53 videos totaling over three hours of original content

For a grand total of more than 700 million traditional and social media impressions.

Not to mention the immeasurable goodwill created for Nintendo during the launch of the Wii U among active and hardcore gamers by the brand’s strategic association with some of the most viral and talented filmmakers on YouTube today.