Nintendo wanted to promote its new Wii games console in an interactive and eye-catching way that would not only encourage trial and purchase intention, but also PR, buzz and word-of-mouth. Most importantly, They wanted to demonstrate the product so cinemagoers could see for themselves how fun and interactive it was. Nintendo used cinema to create a live advertising campaign which aimed to create buzz and word of mouth.

- Demonstrate product usage - Encourage trial and purchase intention - Create word of mouth

During the opening weekend of Pirates Of The Caribbean 3, live cinema advertisements were implemented across nine Picturehouse sites. As the ad reel commenced, a mother and son appeared in the auditorium, challenging each other to a game of tennis on a Nintendo Wii. As the pair play, cinemagoers watched the action on the big screen. Activity was supported with interactive foyer demonstrations where cinemagoers had a chance to play on a Wii for themselves.

After the nine teams of performers delivered 28 live ads over the two sessions, a large amount of positive and anecdotal feedback was created. Cinema management staff and cinemagoers were extremely impressed by the campaign which generated widespread PR, word of mouth and hundreds of online blogs.

This campaign has demonstrated how effectively live ads can work in cinema, along with creating large amounts of buzz and PR. Nintendo have also successfully illustrated how live cinema ads are effective when combined with integrated marketing tools, such as interactive foyer activity.