Consumer engagement with this program was increased with each layer of this integrated program created by the media team: Nintendo was part of the nation-wide casting call tour – kids played Big Brain Academy while they waited their turn to try out; Global included Big Brain Academy in their news coverage of the tour and the promotion of the show;Big Brain and the Wii system benefited from tons of pre-promotion of the Program;Likenesses of the 5th Graders were created by Nintendo and were used to identify the kids during the show and on-line to promote them;A 60 seconds feature aired at the beginning of every episode that showed the kids ‘warming up’ their brains to go on air;Big Brain Academy was part of the game – the $25,000 question;Lastly, a SMS element – where viewers played a simulated version of Big Brain Academy to answer the question.

‘We’ve been blown away by how this program has been brought to life on every level. It has exceeded all our expectations’, Nintendo.Nintendo Wii-43% unaided awareness; Big Brain Academy-23%Purchase intent 48%-own Wii, 26% for those who don’t.Sales lift: +35% versus previous month. Premiere week sales DOUBLED.