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FMBX News
Posted: Mar 25, 2011
BD Ntwk helps the Nintendo 3DS launch to buzz
The handheld console, which offers 3D without special glasses, has arrived with a bang. Last night’s midnight launch of the Nintendo 3DS saw participation by 1200 retailers such as HMV and Game, with HMV in Oxford Street creating the biggest noise – with live music from Plan B. The event was billed as bigger than a film premiere by store staff and amateur footage proves the popularity and polish of the event (see below)
It was a cohesive and co-ordinated launch that has also involved a Club Nintendo party for key brand influencers, filmed for Sky TV (and set for broadcast to Sky viewers tonight). The launch party, held at large London venue Old Billingsgate, included comedy from Russell Kane and rave band Hadouken. Sky also intends to be a content provider for the handheld device.
Much of the pre launch buzz has been created by BD Ntwk, who has handled a nationwide tour called ‘You have to See it to Believe It’. The tour has visited shopping centres and town centres nationwide and is currently open at Covent Garden until Sunday.
The final dates for the current tour are March 31st – April 3rd when the event will appear at three further shopping centres – the Centre MK in Milton Keynes, Armada Way Piazza, Plymouth and West Quay Southampton. The West Quay event will focus on a specific family game, Nintendogs and Cats.
Nintendogs and Cats is one of several launch games available, with a mix that is aimed at hardcore gamers and crossover appeal. Titles include Pilotwings Resort, Super Street Fighter IV, The Sims 3, PES 2011 and Ridge Racer.
Nintendo’s UK GM David Yarnton reported “140,000 pre-orders which is a record number” He credited the tour and pre-event buzz as a key success driver, telling Computer and Video Games (C&VG) “ It just shows that people who have sampled and read about it are really looking forward to it."
Yarnton himself had buzzed through the pain barrier last night, excitedly visiting stores. He has masterminded a stock pre-order programme that is designed to allow the buzz to be turned into sales without empty shelf issues.
The launch is also being co-ordinated globally with all territories expecting to go live in trhe space of four weeks. On Saturday night Best Buy in Union Square, New York is anticipating the same attention that has been enjoyed at Oxford St.
The pre-launch tour
The HMV queue
A custmer's eye view of the HMV launch
