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Why Did Nintendo Pass on a Press Conference at E3?

Social Sonar - Friday, June 21, 2013

Who says you can’t teach an old dog new tricks? Some aspects of marketing may seem like they’re too tried-and-true to give up, but that doesn’t mean that they can’t be subject to some skillful reinvention. Just look at Nintendo’s recent decision to eschew a traditional press conference at E3 (arguably the biggest industry event for videogames in the world) in favor of sharing news with fans through social media. Nintendo’s decision to abstain from putting together a big presentation may have been considered suicide in the past, but that’s not necessarily true in an age where so many of the interactions between customers and the companies they love are happening online.

Instead of relying on one keynote address to summarize upcoming releases, Nintendo decided to use social media channels like YouTube, Facebook and Twitter to roll out information directly to fans. It’s a shrewd move that pulls the focus away from creating a one-off event that’s built to impress reporters on the showroom floor and moves the conversation online. It also lets them add depth to their presentations by featuring video interviews with game developers that otherwise may not have been able to share stage time.

Nintendo-Controller.jpg

The approach means that users don’t need a plane ticket, special badge or press credentials to be first seat for news. It’s a case study in how to be open, transparent and engaged with lots of followers at once, without having to rely on traditional media outlets to relay information. It also collapses the wall between the conversations that are happening at the event and the ones that are happening online. In the past, users were used to commenting on impressions from journalists reporting from the floor. Now, they don’t have to wait for a slow trickle of information to react to--they can experience it in real time. Here is Regie Fils-Aime, the president of Nintendo America, explaining more about Nintendo’s unconventional choice.

What do you think about Nintendo’s decision? One thing's for sure, their use of social media instead of a press conference certainly got tongues wagging and became a story in and of itself!

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