In the ultra competitive world of video gaming, young men have traditionally dominated. Research shows male teens are playing fewer games than before and expect to play less in the future. To ensure long term success, Nintendo needed to push into unexplored markets and bring new, non-gamers into the fold.

Adults, especially boomers, have desires to remain young and place importance on their own health. Rather than selling a video game in a traditional manner, we worked with trusted media brands to build credibility. Partners leveraged their voice to communicate the product benefit – exercise your mind to keep it sharp.

Through increased awareness, message association and brand favorability, in its first month Brain Age became the #1 selling portable software title in the USA.. Editorial in BusinessWeek praised the phenomenon saying Brain Age “scores well with female gamers” and has “gone down well with baby boomers,” essentially advocating the brand.

ACTIVATING INFORMATION SEEKERS: Brand ads including “What the Japanese have discovered about the fountain of youth” and that a “36-24-36 cerebrum is just a few exercises away” in age appropriate magazines.DIVERTING CURRENT BRAIN TRAINERS: Brain Age Brain Challenges online provided a chance to interact with the brand in addition to ad placements near popular online sudoku puzzles. Unique 60-second vignettes using Discovery Networks’ talent advocated Brain Age as a “treadmill for the mind.”

Trustworthy magazines like Health, Discover,and Self created relevance by providing editorial regarding mental exercise opportunities for boomers. Brain Challenges in airline magazines reached the target in captive environments and provided meaningful use of down time during flights. Through targeted syndication, we extended credibility to the Brain Age brand by associating messaging with trustworthy personalities like Oprah and Dr. Phil . Discovery Networks, an educational entertainment destination, endorsed Brain Age as a tool for mental improvement.