nintendo switch launch

We partnered with Nintendo to develop the positioning and targeting for Nintendo Switch from the ground up. Uncharacteristically, we broke away from IP driven tactics, prioritizing a lifestyle-driven use case approach instead.

Cultural research informed our strategy such that we partnered with Grammy Award-winning Imagine Dragons to leverage our launch of Switch to premiere their record-topping single “Believer.” Austin natives White Denim composed an entirely new single just for the launch; and we chose Superbowl LI as our launch platform—a first for Nintendo.

The work received over 10 million views on YouTube in its first week—the press and fans alike considered the spot one of the best of the Superbowl, even asking “How did Nintendo get cool again?” Imagine Dragon’s “Believer” was elevated to #1 on download charts. On launch day, retailers like Target, Best Buy and GameStop sold out of the Switch nationally in the first half hour of opening. 1.5 million Switch consoles were sold in the first week. According to Nintendo’s press release, the Switch “sold more in its launch weekend than any other Nintendo hardware in history.”

Film director: Ash Bolan

Post production: Cutters, Flavor

Music: Imagine Dragons, White Denim