Our challenge: The target demographic of female consumers is a segment that typically lacks interest in gaming.Our PR campaign's objectives were to generate social media buzz surrounding the launch of the DS Lite, inspire women between the ages of 25 and 35 years old to integrate the Nintendo DS Lite into their busy lifestyles, and drive awareness, trial and sales of the DS Lite through word of mouth influence and testimonials by Nintendo DS Lite Brand Enthusiasts.The solution was ‘A Girlfriend’s Guide to Gaming’: An integrated PR strategy to generate social media activity and WOM enthusiasm among Nintendo’s target female consumer in order to raise brand awareness.

Initially, our campaign "A Girlfriend’s Guide to Gaming" was planned in four cities. The success of social media activity and brand exposure precipitated the addition of a new tour. By March 2009, A Girlfriend’s Guide to Gaming had been brought to life in ten markets. The success of the strategy peaked the interest of producers at NBC’s The Today Show, resulting in a feature segment on the July 7, 2008 morning show.

To maximize the market and social media presence, the program ran for consecutive days in a city. Initially, A Girlfriend’s Guide to Gaming was planned in four cities but the success of social media activity and brand exposure precipitated the addition of cities.

By March 2009, A Girlfriend’s Guide to Gaming had been brought to life in ten markets and also revisited three cites. Four DS Lite games were featured at every party so the venue design strategically accounted for distinct seating areas to represent each DS game. Stocked with pink DS Lites and decorated with décor accents to subtly represent a particular game, each area was managed by a Nintendo Girlfriend who engaged interested guests in friendly one-to-one instruction.

To subtly entice guests to try all of the games, the Nintendo Girlfriends welcomed guests to the party with a stylish charm bracelet. The goal? Between mingling with friends and enjoying the food buffet, try a game to receive a charm.

* More than 900 one-to-one consumer interactions* 16,000 offline WOM impressions* 2,500 blog posts and comments generated OVER 200,000 unique page views.* More than 2,000 DS Lite’s sold as a result of programme.* Programme reached over 3,000,000 viewers in unpaid media when featured as a segment on NBC's The Today Show this had an ad value of $1,500,000