Below-the-line agency BD-NTWK has been appointed by Nintendo UK to develop and implement a high profile experiential campaign to support the launch of its new console Wii. The campaign is fully integrated alongside above-the-line and PR initiatives. The agency secured the business after a competitive pitch. The agency reports into Nintendo UK Trade and Promotions Marketing Manager, Ben Taylor.

The campaign aims to engage one million consumers via an ambitious interactive sampling tour designed to demonstrate the unique nature of Wii and to appeal across its vast target. Hands on consumer events will be tailored to appeal to student, female, family and urban 30 something audience segments.

Events will take place across the UK in a variety of venues such as city centre locations, shopping centres, theme parks, events and exhibitions, airports, leisure venues and universities.