As part of the strategy that Nintendo has to expand their demographics, advertisement tactics play a very important role in it. For example, the video-game industry has been mostly successful among young man, so Nintendo has been promoting the DS Lite and DSi portable consoles with famous female people to influence woman who think that video-games are not for them.
In the U.S, for instance, we saw ads on TV and streets where pop star Beyoncé Knowles was playing with a little kid in her DSi, and also in other ones Lisa Kudrow, an actress famous for her role in the TV show FRIENDS, learning to cook different kinds of food with the help of her DS Lite game.
In Japan they invited a Famous female pop star, Utada Hikaru, to participe in a contest called Nintendo DS Tetris Challenge, in which several players would compete with her, playing tetris in the DS in a TV show. Utada has also been part of the image of Nintendo DS in the country.
These ways are being commonly used lately by Nintendo to target female consumers on one hand, and on the other one, fans of the stars.
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