I have mentioned how Nintendo has successfully been on business for a long time. But from 2001 to 2006, Nintendo occupied the third place in sales several times. Only until December 2006 the company regained the first place, and it has maintained until now the position with a high difference over its competitors. The Wii console offered to the company a new market; now not only young male consumers were interested in the video-game industry, but parents, woman and other generations started to play.
Nintendo was required to have a strong advertising campaign to promote the new console, and to reach their new market. By creating Tupperware party-ish events, and setting up tournaments on cruise ships in different cities around the world, Nintendo accomplished its goal to expand its demographics. Everybody wanted a Wii.
On television, many of the adds from video-game companies are usually aired within the daytime during the children's television programming. But Nintendo started to have their adds on TV at different hours of the day having the acceptance of the adult audience, who started to see Nintendo's products as entertainment for the whole family.
Different stars have also participated in their advertising campaign. Beyonce Knowles, Lisa Kudrow, Nicole Kidman, Chace Crawford, among others, made part of different advertising campaigns. Mostly females are featured in their DS line adds in order to encourage women to try their games.
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