Creative executionWe were featured in Público (national press) in a special Christmas supplement directed by Buenafuente. The supplement’s content were the gifts that Buenafuente would offer to top celebrities in Spain. All the celebrities appear as their Miis (no photos) in the supplement.We found out that the daily press was a perfect media to explain the meaning of a Mii and give credibility to our communication.

Our intention was to encourage audiences to read the special supplement in daily press, after seeing our TV advertisement where it was announced. Ten days before that, we were featured on TV with 22 spots of 20 seconds length each; also we had appeared on the TV show Buenafuente.

We presented our own content to the media and the target audience were never aware that the actions were paid. We successfully placed our brand within the media.Compared to the previous month, Mii’s search rate increased by 63%.This action is part of a series of actions by NINTENDO to counter the launches of other innovative control systems: Move (PS3) and Kinect (Xbox 360). The strategy maintained WII´s leadership with 55.1% share of the console market in 2010.