The Brief

Nintendo was looking to target families for their summer Switch campaign and demonstrate that the system was built for family fun together, anytime, anywhere.

Strategy

We created a live experience at Universal Studio City Walk where families from all over the country were invited to hit Mario’s legendary “?” box to unlock a surprise game to be played by all. One hit would bring in a new Nintendo Switch game for the family to play together with enhancing elements like cheering crowds, shaking gaming, chairs and even some Shy Guy puppets to add to the experience.

Results

The live experience garnered over 100,00 impression at Universal Studios, with the video exceeding it exponentially. The video accumulated over 12 million views on YouTube with ~50% of the viewers watching all 120 seconds. The campaign had the highest performing demographic click-through rate in Nintendo’s history and beat the brand’s average completion rate percentage goals for 30-second spots despite being a 2-minute video.