The heart of the marketing effort is a multi-media campaign entitled "Brilliant," referring to the new built-in lighted screen. Television ads will begin airing the week of March 3. Additional advertising elements will include consumer print ads debuting in April issues of high-profile consumer publications, outdoor billboards in major markets, including New York's Times Square, signage in airports, a complete outdoor campaign flooding a main Chicago train station, bar advertising and bar interactives, as well as a national radio promotion. Grass roots outreach will include Snapple's "Yard Sale" promotion, where consumers are encouraged to return Snapple bottle caps in exchange for GBA SP and other premiums. Leo Burnett Chicago developed the creative for the advertising campaign.
Nintendo is also taking its new system straight to consumers via several hot spring promotions with Stuff magazine during Mardi Gras, Black Entertainment Television (BET) for their "Spring Bling" activities, and College Television Network's (CTN) "Music Binge" Tour, complete with giveaways and human interactive "Street Teams."
"With its folding, portable size for take-anywhere game play, Game Boy Advance SP is the perfect game system for young, hip people on-the-go," says George Harrison, senior vice president, marketing and corporate communications, Nintendo of America Inc. "These events create the perfect environment for college students to become better acquainted with Nintendo and its new gadget."
To kick off Mardi Gras, GBA SP blew into New Orleans with Stuff magazine, Heineken and Amstel Light, for a star-studded weekend V.I.P. party at the Mardi Gras Mansion in the heart of the Garden District (February 28 - 30). Celebrities and partygoers alike checked out the latest in portable video games with the new GBA SP systems located throughout the mansion. Nintendo's "Party Patrol" combed Bourbon Street to pass out flyers to droves of bead-barers, giving them the opportunity to party celebrity-style at the mansion.
Nintendo "flashes platinum" with both urban and college audiences when GBA SP makes scheduled appearances at BET's "Spring Bling" event in Daytona Beach, and tours 10 colleges across the country with the CTN Music Binge Tour this spring. BET's "Spring Bling" combines outdoor concerts from hip-hop chart toppers, such as Busta Rhymes, 50 Cent, Fabolous and Smilez & Southstar, with GBA SP sampling opportunities, while CTN will bring alternative music to 10 colleges from coast-to-coast.
The GBA SP system will retail for an estimated price of $99.95, and will be available in two colors at launch: Cobalt (blue) and Platinum (silver).