Now, Nintendo of America Inc. is attempting to generate precious word-of-mouth for its new Wii console by emulating the Tupperware party to—you guessed it—sell even more brightly colored crap. Part of Nintendo’s current marketing strategy is to expand its client base to include unlikely gamers… like the alpha mom. She knows how to work a digital camera, use the Internet and even send text messages, so watch out—chances are your mom’s one.
The party plan effort was started by a buzz-making trio of LA alpha moms who invited 35 other LA alpha moms to the always classy Chateau Marmont to experience the Wii firsthand. Nintendo has since expanded its party planning crusade to
I know what you’re thinking: Intuitively, this target is all wrong—isn’t it? Most normal moms are inherently anti-gaming, even alpha moms—nagging their kids to give the console (and their eyes) a rest. It just doesn’t make sense for Nintendo to target them; that is, until you realize who’s making the purchase decisions. Who got me a Wii for Christmas? The tag said “Santa Clause”, but I’m almost positive it was my mom—and she hates that I play video games. Absurd? Maybe. But if Nintendo can convince the very people that hate video games (but buy them anyway) to love video games, then logically, they’re going to love buying more video games and Nintendo’s profit margin will increase by a million-billion percent. It sounds like nonsense, but apparently it’s working.
One alpha mom who attended a Wii party said, “Most people were like, ‘I don't play games,’ [but by, like, the end of the night], everybody was playing it. People were working up a sweat.” Only in, like,
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2 comments:
Genius!
I love this concept, however it only really works when you have a strong product or idea which basically transcends age, culture, etc
The Wii rocks, Nintendo have hot big with this.
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