Red’s launch of the Nintendo Wii Fit delivered volumes of coverage which generated so much excitement that one third of stock was shifted before the product hit the shelves through PR alone.

There were huge expectations for the launch of the Wii Fit. Not only did Nintendo want the Wii Fit to be the ‘must have’ item of 2008, they also wanted the PR campaign to drive sales and break the product out of the gaming market and into the wider entertainment and health space.

Red successfully generated buzz and pre-launch product orders through a ‘burning fuse’ reveal strategy which created over 200 pieces of pre launch coverage including full pages and double page spreads in all major national newspapers plus 50 minutes of broadcast coverage.

Endorsement from health and fitness professionals, a comprehensive programme of media briefings, a consumer launch event (building a giant Wii Fit balance board by the River Thames) and ongoing news management around stock availability kept the story running.

This campaign was a finalist in the Sabre Awards 2009 (UK & Ireland category).