Nintendo Struggling to Market 3DS in 2-D Media
Here’s a head-scratcher for Nintendo and how does one demonstrate a 3-D machine like the new 3DS when advertising is done on film, TV and computer screens, and in print: all two-dimensional?
In an interview with Edge magazine, DS creator Hideki Konno said cinema advertising is the way the company’s PR department is leaning. Which makes sense, except that movie 3-D is very different from 3DS 3-D.
“But our key point with 3DS is that you don’t need glasses, which you obviously need to use in cinemas,” Konno said. “So we think regular marketing and promotional activities will be very tricky for us. I think that a lot of awareness about 3DS will be spread by word of mouth.”
So Nintendo will want to show off the 3DS, in full 3-D glory, as much as it can: probably in store kiosks and at other events. And hopefully everyone who sees it will want one and tell all their friends to want one too.
The other route the company could take is to talk about all the other, non-3-D things that are cool about the 3DS: its potential e-reader capabilities, games like Kid Icarus Uprising, and possible 3G support that has been rumored.
That story, reported by the Wall Street Journal, says that Japanese wireless company NTT DoCoMo is in talks with unnamed companies to add 3G service to their handhelds. Presumably, that means Nintendo and Sony.
With so many cool features to the 3DS, Nintendo should be able to generate enough interest to get the new handheld into consumers’ hands. Then the company can demonstrate the machine’s new multi-dimensional shininess.