Nintendo, Blockbuster, NBC Join for Intro of Virtual Boy

In August, Nintendo will introduce its new Virtual Boy 3-D video game system with a $5 million marketing campaign that ties in with NBC-TV and Blockbuster video-rental stores. Included in the introduction will be an array of P-O-P pieces highlighted by three versions of a permanent display. The permanent display will allow customers to sample the equipment in both traditional retail stores as well as Blockbuster stores, where it will be available for rental."Nintendo faced a challenge with the introduction of Virtual Boy," explains Mark Westcott, promotions manager for the Redmond, Wash.-based gamemaker. "The system delivers true 3-D graphics that can't be demonstrated via traditional marketing methods." To overcome that, the firm teamed with the other two entertainment companies "to create an innovative product-sampling and sweepstakes promotion to ensure our audience will experience Virtual Boy's breakthrough 3-D technology first-hand."The campaign, which will include 20-second television ads produced by NBC, kicks off with the introduction of the system to stores on Aug. 14. Running through the end of December, the promotional materials will explain the system's virtual-immersion, 32-bit capabilities and let viewers know that the equipment can be rented at Blockbuster stores. Those stores will run a special promotion allowing customers to rent the hardware and two video games for two nights for $9.99. Rental will also include a coupon good for $10 off the purchase of the hardware system.Supporting this rental program will be a nationwide sweepstakes timed to the launch of the new NBC fall season. More than 10 million game pieces will be available at Blockbuster stores from mid-August through September, with $200,000 worth of prizes available, including Virtual Boy hardware and software, hats, t-shirts and trips to watch favorite NBC shows being produced. The brochures will also promote the full line of fall shows on NBC.Once this hoopla pulls customers into the rental or retail stores, Nintendo wants to ensure they understand the full capabilities of the equipment. The system uses two high-resolution, mirror-scanning LED displays to produce a three-dimensional experience unlike those possible on conventional television or LCD screens. Its design eliminates most external stimuli, totally immersing players in the game with high-resolution red images set against a black background."Sampling is critical to understanding this product's value," explains Westcott. "Producing this type of a display for Blockbuster is a novel approach for both of us. It's never been done before, and we're excited about it."The display focuses on allowing customers of any age and height to sample the system by adjusting the display's headset to the proper location. At Blockbuster, the unit will consist of a modified counter display, featuring an injection-molded shell on a wooden base. The Virtual Boy headpiece is mounted on a metal arm attached to a plastic flange that allows the customer to adjust the eyepiece up, down, forward or backward. "It looks very high-tech, with great graphics to explain how to operate it and what the system looks like in the store," explains John A. Sakaley III, director of merchandising for Nintendo.Two other versions will be available to retailers, to be shipped within two weeks of the system's mid-August debut, he says. A floor model will stand approximately 76 inches high and will be shaped with a thin injection-molded base about 44 inches high. On this will be the guts of the system, which includes an adjustable metal bracket supporting the Virtual Boy headpiece and two graphics "wings" describing its operation and benefits. This upper portion will double as a countertop unit as well. A lighted logo will draw attention, featuring an infinity-mirror system around the logo to give it a dimensional quality, Sakaley says.The display will come with one video game, Mario Tennis, but retailers will be able to switch cartridges if desired. A security bracket will hold the game in place to discourage theft or customer tampering.In all, more than 10,000 units will be in place by mid-September. Although no breakdown for each type of store was available, Blockbuster operates approximately 3,000 stores in the United States.Noting that Nintendo introduced its Super NES display in 1989 and still has 5,000 of those in the market, Sakaley says, "This is a one-of-a-kind product that will serve as one of our permanent platforms for the future. We see this display as a long-term part of that effort."Supplementing the permanent display during the introduction and sweepstakes period will be a full array of point-of-purchase materials including posters, banners and shelf danglers. Blockbuster stores will offer counter cards with tear pads, while retail stores will display shelf talkers with tear pads, says Westcott. Customized Blockbuster posters, in a press run that allots six copies to each store, are being produced as well. Flair Communications, San Francisco, produced the promotional program and graphics; Nintendo declined to name the P-O-P companies involved in producing the displays.

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