UK Wii Campaign Trail

Nintendo UK, begin a two month campaign which begins 10 November 2006 until 13 January 2007 and takes in over 60 locations and events across the UK and Ireland to get the console into the hands of one million people by launch.

"Just as sampling and getting the hardware into people’s hands was so important with Nintendo DS, the same is very much true with Wii and we are making our largest ever investment in sampling for this campaign to ensure by launch that nearly one million people will have experienced Wii"

Taking its cue from the above-the-line strategy, Wii sampling will take place in two very distinct ways. The first is in a series of modular room sets that have been created to look like the living rooms, bedrooms and homes of people from across the UK complete with TV’s, sofas, bed and all assorted paraphernalia. People can simply walk into the room (which only has two walls for access and visibility) sit down and play away. The second sampling mechanic is a series of portable ‘busking units’ that enables much more reactive and tactical sampling. These units can simply be unloaded quickly and easily wheeled to their destination, used for a short time and then move on.

At least, it should give a clear indication of the room needed for a 4 player game.

In-store activity and POS will also follow the same direction as the ad campaign to ensure creative cut-through. Sampling Wii will also be a key element in the overall marketing strategy and brand new bespoke Wii interactive units have been created with over 1,000 of these eye-catching units placed in select stores across the UK before launch, meaning people can easily get to sample Wii, to see and feel for themselves!

The venues and dates are below:
Toys 4 Big Boys, Dublin 10th-12th November
Good Food Show, London 10th-12th November
Bluewater Shopping Centre, Kent 16th-18th November
Buchanan Galleries, Glasgow 16th-18th November
Bullring, Birmingham 16th-18th November
Churchill Square, Brighton 16th-18th November
Good Food Show, Birmingham NEC 22nd-26th November
Lakeside, Essex 23rd-25th November
UK Golf Show, Birmingham NEC 24th-26th November
Meadowhall, Sheffield 30th November-2nd December
Cribbs Causeway, Bristol 30th November-2nd December
The Oracle, Reading 30th November-2nd December
Clotheshow Live 2006, Birmingham NEC 1st-6th December
Luton Airport 4th-10th December
Gatwick North 4th-10th December
Manchester Metropolitan University 6th December
UCD, Dublin University 6th December
Arndale Centre, Manchester 7th-9th December
Mahon Point, Cork 7th-10th December
Gatwick South 11th-17th December
Stansted Airport 11th-17th December
Centre MK, Milton Keynes 18th-24th December
Irn Bru Carnival, Glasgow SECC 23rd December - 14th January
The Liberty, Romford 2nd-7th January
White Rose, Leeds 2nd-7th January
Castlecourt, Belfast 2nd-7th January
Brent Cross Shopping Centre, London 9th-14th January
The Gyle, Edinburgh 9th-14th January
West Quay Centre, Southampton 9th-14th January
Bristol University 17th January
St David's Centre, Cardiff 18th-21st January
Nottingham Trent University 24th January
The Shires, Leicester 25th-27th January
Sheffield Hallam University 31st January
Glasgow University 31st January
Trinity College Dublin 31st January
Luton Airport 5th - 11th Feb
Gatwick South 5th-18th Feb
Xscape, Braehead 17th-18th Feb
The Victoria Centre, Nottingham 19th-25th Feb
Gatwick North 19th-25th Feb
Stansted Airport 19th Feb - 4th March
Xscape, Castleford Leeds 24th-25th Feb
Centre MK, Milton Keynes 28th Feb - 3rd march
Braehead Shopping Centre, Glasgow 5th-11th March
Crufts 2007, Birmingham NEC 8th-11th March
Ideal Home Show, Earl's Court London 9th March - 1st April
Quad Show, Birmingham NEC 16th-18th March
Bluewater Shopping Centre, Kent 16th-18th March
Vitality Show, London Olympia 29th March - 1st April
Memorabilia Show, Birmingham NEC 31st March - 1st April

We suggest you get down to one of these locations to try out Wii first hand, although after Dec 8th I would hope to already own a Wii by then. We imagine Nintendo will host a few competitions, so it'll be worth the journey.