Nintendo UK Plans Live Wii Sports Cinema Ads

Representatives from British communications agency CommentUK have revealed that they are preparing a series of “live cinema ads” in selected cinemas in the UK, which will involve two actors playing Wii Sports in front of the audience. The campaign will run in only nine different cinemas countrywide, featuring five teams of two performers, playing the role of mother and son during a game of Wii Sports tennis. The actors sit amongst the audience - with the mother entering the auditorium looking for her son and challenging him to a rematch on the game. Footage of the game is run on the cinema screen behind them. The advertising campaign is designed to coincide with the release of family film Pirates of the Caribbean: At World’s End at Picturehouse cinemas in four locations in London, as well as Cambridge, Liverpool, Edinburgh, York and Southampton. Media website Creativematch quotes CommentUK managing director Dean McKain as saying: “We expect to reach thousands of cinema goers over the next two weeks, and as we know that recall rates for this type of live communication are huge (as much as 89% after 4 weeks), we feel sure that the word of mouth viral effect of the activity will have a positive impact for the brand.”