Objective


Nintendo’s primary objective was to drive buzz and consideration around new software title New Super Luigi U. In addition, Nintendo sought to leverage the fast-growing medium of online video by producing original branded content to engage new and existing fans.

Execution


Capitalizing on the popular street movement Parkour which exhibits amazing parallels to Luigi’s physics and movements found within the game, A2G developed an original YouTube mockumentary that positioned Luigi as “the Legend of Parkour.”

The Agency conceived, scripted and produced Finding Luigi, handpicking YouTube stars with a passion for gaming and world-renowned Parkour athletes to bring Luigi’s story to life through interviews and narrative commentary. This all-star cast was selected based on audience demographics, athletic expertise, on-camera personality, and gaming credentials.

Aligning with the software’s retail launch, Finding Luigi was published on Nintendo’s YouTube channel and supported by participating YouTubers and athletes. The unexpected video campaign was immediately well received among national media outlets for its unique nature and incredible stunts.

Fans could not believe Nintendo was behind an innovative concept that spoke to both the growing cult of Parkour and YouTube’s most loved gaming experts. The parallel of Luigi’s iconic jumping abilities was undeniable and sparked widespread video shares across the social web.

Results


Reaching nearly 700,000 video views to-date, Finding Luigi performed 400% above industry norms for brand-supported YouTube views and engagement.

Results highlights:
  • 1,000 new channel subscribers
  • 600,000+ Youtube views with 11,000 likes and 2,600 comments
  • 4 million consumer-generated social media impressions
  • 10 million earned media impressions from 50 media stories including Kotaku, Polygon, The Examiner, Destructoid, and GoNintendo

"One of the best efforts to hail from Nintendo's
marketing machine in quite some time."
MTV


The video content, and Nintendo’s strategic association with some of the most viral influencers on YouTube today, invigorated their loyal fan base and produced immeasurable goodwill for the brand during the launch of New Super Luigi U.