Strategy • Art Direction • UX

To create awareness and excitement for consumers for the 2011 release of the new Nintendo 3DS, a massive nationwide Pod and Squad demo campaign was created. Beginning in major DMAs with a prelaunch phase consisting of a teasing dormant Nintendo 3DS Pod, consumers were engaged in high foot traffic locations. On March 27th after being in market for a week, the Pods were opened, accompanied by demo squads who guided consumers through the Nintendo 3DS demo experience complete with 12 software titles available to play and explore.

Created specifically for the Nintendo 3DS launch program was a custom web experience, allowing participating consumers to create a Mii character of themselves at the Pod or Squad event. By using the 3DS they were able to save and send their Mii character to themselves via email, Facebook or Twitter alerting their social media footprint and widening the reach of the campaign.