The Super Mario Odyssey advertisement campaign had three main goals: 1) To sell as many copies of the game as possible, 2) Increase sales of the Nintendo Switch console, and 3) Generate buzz about the game through word-of-mouth and social media. The campaign utilized all of Nintendo's major online platforms like Twitter, Facebook, and YouTube to promote the game. It also included TV advertisements and a musical video shown in New York City. The timing of the campaign built hype leading up to the game's launch event in New York, which was a success as sales exceeded other major titles. Updates and news stories continued promoting the game long after its release.

1. SUPER MARIO ODYSSEY
MEDIA CAMPAIGN
Unit 6: Media Campaigns

2. TARGET AUDIENCE
Sourced from a news article on the internet, game designer Shigeru Miyamoto
claims that the game’s target audience are core gamers, referring to individuals
who are particularly dedicated to the genre and tend to be older than the
generally associated audience. This is due to the game’s diverse control set which
is more difficult to grasp for the casual audience, however the game is flexible in
format as less experienced players can play at their preferred pace. Also stated is
that the game takes inspiration from what worked well in the franchise’s past and
combines it with new ranges of accessibility, appealing to both casual and core
gamers. It is for this reason that the title was promoted across a vast range of
platforms and gained recognisable publicity across the board.
Game Designer Shigeru Miyamoto
A youth is demonstrated to be playing the
game in a television advertisement

3. A physical copy of Super Mario Odyssey
A bundle which includes the game along
with an exclusive edition of the Nintendo
Switch
PURPOSE
The purpose of the Super Mario Odyssey advertisement campaign was to sell as
many copies of the game as possible. As well as this, it had the job of increasing
sales of the game’s platform – the Nintendo Switch, this is due to the game being
the biggest and most anticipated title on the newly released console. UK statistics
show that the console benefitted from a massive 64% sales increase solely due to
the release of Super Mario Odyssey, helping the format to break the 300,000 UK
sales milestone in the process of it’s release. At the very least, the campaign should
get people talking about the game in real life and more prominently across social
media platforms, therefore spreading the word and gaining many more potential
buyers and ultimately profit.

4. PLATFORMS AND COMMUNICATION CHANNELS
Due to the company of Nintendo being so well established across many forms of
social media, the majority of advertisement came from online communication
channels. The company’s account on Twitter for example, entitled Nintendo of
America due to the vast majority of interest in the country, has nearly ten million
followers (each one of these individuals would be immediately exposed to
anything the account posts). On Facebook, the company boasts well over 15
million likes across three associated accounts and their YouTube channel stands at
almost 4 million subscribers, with the majority of content being dispersed across
many other platforms immediately after their initial release via the press.
Additionally, a large trailer decorated to promote the game was toured around the
world (to coincide with the title’s theme of globetrotting) before stopping in New
York City for the launch event. Nintendo of America’s official Twitter
account
This promotional trailer was a unique and
effective marketing choice

5. HOW THE PRODUCTS AND CAMPAIGN MESSAGE WERE
DELIVERED ACROSS MULTIPLE PLATFORMS
On television, a variety of advertisements were broadcast upon the title’s release
along with the array of positive reviews from the press proudly displayed
throughout. A musical feature was released in which the game’s central character
Mario interacts with a live action performance in New York City of the game’s
original music piece, this is familiar to the audience due to it being previously
incorporated across various trailers. The most significant of all being the game’s
launch event held at midnight outside of the Nintendo Store, where hundreds of
people crowded round the store in order to receive a copy of the game. Many
individuals can be seen boasting merchandise from the game whilst press were
given exclusive access to the event which featured large statues of prominent
figures from the game, whilst well-known representatives of Nintendo also made
appearances.
Both the press and general public flock
around the Nintendo Store
The musical fetched nearly 20 million
views independently, however it was only
one of many promotional videos for the
game

6. THE TIMING AND COHESIVENESS OF
THE CAMPAIGN
There was a large build up concerning the game’s release online, so the timing was
structured in a way that the audience’s interest gradually increased in preparation
for the title’s launch. The results of the campaign show that it was a complete
success, with sales for Super Mario Odyssey on the Nintendo Switch being higher
than the combined sales of the popular title Star Wars: Battlefront 2 across PC,
Xbox One and PS4 combined. News stories such as this are reported months after
the game’s release, supplying yet more reasons for the public to purchase the
game. An update for the game has already been announced in aid of retaining the
public’s interest, so the campaign’s cohesiveness appears solid and shows no sign
of slowing down in terms of stability and overall effectiveness.
A verified Twitter user promotes the
recently revealed statistics
Updates are planned to be
continuously added to Super
Mario Odyssey as part of the
advertisement campaign