Product benefits were demonstrated through in-home situations showing a range of people having fun with Wii.•Created Context: Integrate custom Wii messaging into family TV and digital entertainment environments to better define its core value.

•Demonstrated Content: Demonstrate unique Wii entertainment attributes through multi-media contact points appealing to variety of the senses •Drove Credibility: Reach influencers and create natural ambassadors to surrounding communities through exclusive demonstrations and content in technologically advanced media

Nintendo exceeded goals between Nov-Dec. 06’ by 10% (selling 1.1MM units), and beat PS3 by selling roughly 60% more units (Source: NPD). A statically significant % lift was observed across brand metrics:-Aided Awareness: +29.2% lift -Message Recall: +29.4% lift -Purchase Intent: +10.9% liftSource: Insight Express