Nintendo has built a $54 million warchest of advertising as it takes a more cross-promotional approach. A Kellogg's promo, "One in 64 Wins - Instant Win Game," on 100 million cereal boxes this fall, and key retailers like Toys "R" Us, Wal-Mart and Best Buy will also have individual promos. Blockbuster Video will also carry extensive in-store advertising and displays encouraging consumers to try Nintendo's latest hardware offering, whether by sampling or by renting the new game system.
Nintendo, Nickelodeon (a TV channel aimed at kids) and Blockbuster Video (the nation's largest rental chain) joined forces for a $20 million fall watch-and-win promotion. Starting in late September, Blockbuster distributed more than 10 million game pieces in its 3,500 stores and the million-circulation Nintendo Power magazine for the 'Spot the Dot' promo. From October 7-19, Nick viewers will have to hold up the pieces to their TV's to detect the winning 'dot' during its primo 8 to 8:30pm slot.
Nick will air promo spots supporting the contest, which it values at $3.5 million in media. There will also be radio support and promotions in the top 15 markets. The rest of the $20 million is derived from interactive retail displays (game stations setup to play Mario 64 in stores) and hardware Nintendo commits to Blockbuster Video.
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