We created a :30 TV spot featuring MTV’s highly popular Wildboyz demonstrating untold ways of playing with DS (with rights to feature exclusive behind-the-scenes footage on Nintendo.com); a spread in Maxim, Blender and Stuff with tongue-in-cheek advice on “How to Score” with DS; an online ”virus” with each “D” and “S” appearing in bold, branded typeface; and G4Tech TV reprogramming its interface on launch day to simulate a DS.

Nintendo DS experienced 44% sell-through in Day One, and over 90% sell-through in the first week with chat rooms exploding with positive comments on the campaign. Also, the Nintendo Wildboyz footage got major play as TV content, first with Jay Leno and again on MTV2 as part of a Wildboyz programming marathon.