The Challenge: Starcom, working on behalf of Nintendo, needed an online partner to help increase awareness of Nintendo's Mario Kart for Game Boy Advance. Where better to find video game fans than on the Internet?
The Solution: Circle 1 Network developed an interactive campaign that built game awareness with the target audience and drove traffic to the Mario Kart Web site. The campaign included a highly interactive "make your own kart" game, a sweepstakes associated with that game, the use of direct e-mail marketing, promotional and rich media banners, and product placement in the KidsCom Loot Locker.
The Results: The promotion received nearly 8,000 entries, eight times the initial goal. An aggressive goal for net impressions requested by the client was met and the product showcase in the Loot Locker also helped stimulate brand involvement.
