Every year, Nintendo releases a series of new games. Tech and gaming media are usually lining up to write about them. But how do you generate attention for the introduction of the Nintendo Switch game Yoshi’s Crafted World among lifestyle media? By not focusing on the editorial members, but on their children, we figured. They’re the target group, after all. That’s how we came up with the idea to throw a Yoshi birthday party. With cake, matching decorations and enough time to let the birthday boy – and his friends – experience the ins and outs of the Nintendo Switch and the new game.
We approached the editor in chief of Ouders van Nu – one of the largest platforms among the mommy media. It didn’t take much to enthuse her. She invited her son’s friends and we arranged everything you need to throw an unforgettable birthday party.
And even though the new Yoshi game was the reason behind the party, we also brought other games with us. So when the kids were done discovering Yoshi’s Crafted World and had finished every last bit of the cake, we brought out the VR game LABO. The kids made aliens and hippos and brought their creations to life with the Nintendo Switch. And before we knew it, the kids’ parents were at the door to pick them up and take them home.
The result of this themed birthday party? Super enthusiastic kids and parents. Even the adults were completely absorbed by a game of Mario Kart at the end of the party. And that’s how – even without an immediate news angle – we managed to generate enthusiasm for a game among lifestyle media and got them to write about it.