Smashing Ideas Rolls Out Peachy Campaign for the Princess
Growing up as an 80′s child, there were a few things that were engrained in us since those golden hair days began: the Care Bear stare could save the day from “bad guy” total world domination, G.I. Joe would forever be the American hero and Mario always, always saved the Princess from Bowser’s fiery grasp. But since the days of the old-school Nintendo system, where you and Mario were tied to your home telly, quite a few things have changed.
Namely, and having nothing to do with the tragedy that was the Spice Girls, “girl power” is becoming more and more prominent in youth entertainment. If you don’t believe me, just ask Princess Peach. With a little help from entertainment and marketing services studio Smashing Ideas, the Princess has a whole new bag and a brand new Nintendo DS game rightfully named Super Princess Peach where she finally gets to do the saving. “Some of Nintendo’s most enthusiastic gamers are young girls — these are the girls who are spurring Nintendo DS sales and driving the success of lifestyle/experience games like Nintendogs,” Vanessa McCutcheon, Smashing Ideas’ managing director of marketing services, tells ADOTAS. “While Nintendo’s Mario games have typically focused on Mario with Princess Peach in a co-starring role — Super Princess Peach is the first game in which the Princess is the hero. The concept of Princess Peach as “the hero” drove the overall direction of the campaign.”
To help promote this brand spankin’ new game, Smashing Ideas has enlisted the help of rich media superstars PointRoll to help spread the word of the Peach. The two teamed up last week to launch the online advertising campaign, which includes standard flash banners and PointRoll’s Bad Boys, Fat Boys and their Page Peelback on DisneyChannel.com.
As McCutcheon explains, “Young girls LOVE printables — so we worked really closely with PointRoll to execute on our concept of including printable coloring pages and a mini-poster as downloads inside the banner panels. The user experience is key, and we didn’t just want to provide a sole pdf for download — rather, we wanted to empower the users with choice while keeping the fun-factor high. The result is a series of PointRoll banners in which each panel includes printable options to scroll through, and in the case of the mini-poster the user also gets to customize it!”
Click through any of these banners and you’ll find yourself in a Princess Peach pink world that would make even Barbie jealous. This microsite, which targets kids 6-11 with a focus on girls, is the interactive hub of this campaign and includes anything a little girl needs to print coloring book pages, play a game featuring Perry the Princess’ parasol, create a printable mini-magazine and even create her own t-shirt iron-ons. The Flash 8-developed site also includes what’s called a Vibe Meter that allows users to click the gold ring to reveal what their “vibe” (mood) is today. Vibes are a central theme in the game and Peach uses her four vibes effectively as “powers” (Rage, Calm, Gloom, Joy). “The online advertising campaign is engaging and empowering, with fun-focused “Princess Power!” messaging like ‘Don’t mess with a Princess! Get some serious princess power with Super Princess Peach’ and ‘This time, Peach saves Mario,’” McCutcheon says.
As for the campaign’s success amongst its audience in its first week, McCutcheon says its all 1Ups. “Nintendo.com has a very active online community. Feedback on the site has been beyond expectations with girls, boys and adults loving the interactive aspects and Princess Power theme.
She adds, “[The] site is definitely driving anticipation of the game’s launch on Monday. Advertising results are not being assessed just yet, but we will be looking at interaction rates within the PointRoll banners, including downloads of the pages along with site click-through rates.”
When Mario needs saving, hire a Princess to do the job.
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