Nintendo Promotes "Play It Loud" Game Boy

Nintendo's series of Play It Loud Game Boy video game units, which come in five bright colors, were heavily promoted this summer. The promotion's "Made In The Shade" theme touted the inclusion of a free pair of "Terminator" style sunglasses in the package. The promotion, which ran from May 15 to July 17, was highlighted with a full array of paper P-O-P materials.Counter cards, danglers, mobiles, posters, and shelf talkers highlighted the theme line and promoted the sunglasses and other items. The graphics for the promotion were created by Flair Communications, San Francisco."The Game Boy 'Made in the Shade' promotion was created with both retailers and consumers in mind," says Mark Westcott, promotions manager for the Redmond, Wash.-based game maker. "We've customized this turnkey promotion to fit our retail partners' needs to draw in-store traffic, while at the same time offering premiums that appeal to consumers. This is a win-win promotion for all involved."The Play It Loud line has been selling well, he explains, but summer tends to be a slower season for video games. "There's less retail activity traditionally, because our audience has too many outdoor activities in the summer," he says. "Dads & Grads [Father's Day and Graduations] is a good, but not great, time of year for us. This promotion, and the full array of P-O-P items we're supporting it with, will help boost the line during a slow period."The special offer was reinforced by newspaper inserts and four-color ads in a variety of video game magazines. Consumers could also purchase "Made In The Shade" items such as tank tops, caps, and beach towels. In addition, participating retailers offered special phone cards featuring Nintendo's Donkey Kong Land game on their face. The cards offered 10 free minutes of calls to the firm's dedicated line for game tips.The response to the promotion has been "very favorable," Westcott adds. "We've been very pleased with the support it's receiving and the comments we're getting back."

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