Gaming Case Studies

Nintendo

Situation

Nintendo Belgium
As a worldwide innovator in the creation of interactive entertainment, Nintendo Co., Ltd., of Kyoto, Japan, manufactures and markets hardware and software for its Wii, Nintendo DS, Game Boy Advance and Nintendo GameCube systems. Since 1983, Nintendo has sold nearly 3.2 billion video games and more than 535 million hardware units globally, and has created industry icons like Mario, Donkey Kong, Metroid, Zelda and Pokémon.

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This is a Test Case Study

Background

The UCLA Anderson School of Management is building its reputation as a leading institution for international business management graduate students.� Dean Judy Olian is traveling to select countries to meet with media and business leaders to highlight the school’s capabilities.

Assignment

UCLA contracted Valencia, Perez & Echeveste Public Relations (VPE) in Los Angeles to arrange a media tour for Dean Olian with key business and media leaders in Monterrey and Mexico City in early November 2007.� VPE utilized PRGN partner agency Guerra Castellanos & Asociados (GC&A) in Mexico City to handle on-site logistics.�

Strategy

VPE and GC&A developed a strategy that included the following key elements:

  • A series of one-on-one interview sessions with leading business reporters and columnists at top-ranking media outlets in Mexico City and Monterrey
  • Scheduling a live, 15-minute business radio broadcast with Dean Olian and prominent Mexican business leaders who are UCLA graduates
  • Inviting key editorial writers and columnist to attend a round-table meeting with top-level Mexican business leaders