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Nintendo's Wii gaming console introduced sedentary gamers to the idea of moving off the couch. Now Nintendo (NTDOY, news, msgs) is coming out with the Wii Fit, an add-on to the gaming system designed to appeal to women looking to lose weight.
The $90 attachment, dubbed the "Balance Board," expands the range of games that can be played on the Wii to include activities such as yoga and push-ups. The Balance Board -- which resembles bathroom scales -- also tracks a user's weight and body-mass index.
The Wii Fit is a daring move for Nintendo, aimed at broadening the gaming market -- dominated by younger men -- to women.
To get their attention, the company plans a massive marketing campaign ahead of the product's release in the United States on May 19, including a public-relations effort now under way. Television, outdoor and print ads begin the week the product becomes available. Ads via Omnicom Group's Goodby Silverstein & Partners will carry the tagline: "How will it move you?"
Since its release about 18 months ago, the Wii has been a smash hit -- so much so that it's still difficult to buy in the United States. In Japan, where the Wii Fit is on the market, it has also proved hugely popular.
Still, the new product is something of a gamble, moving Nintendo away from core young-male gamers, who could be turned off by the fact that Mom and girls think the Wii Fit is cool.
More from MSN Money and The Wall Street Journal
The Wall Street Journal: When Nintendo introduced the Wii console it began moving away from the male-dominated target. Now Wii Fit is going even more to a female skew by targeting moms. Aren't you going to alienate young boys who aren't going to be thrilled that mom likes their videogames?
Dunaway: I don't think so at all. The experiences are so much fun on Wii Fit. The soccer is fun, and the strength training is hard to do. There is nothing wimpy about the product. It will challenge everyone in the household, and that will help keep the product's appeal really strong and broad. So you won't see pink advertising that says: "Hey mom, buy a Wii Fit."
- MSN Health: Tools to help you lose weight
WSJ: Typically in the video-game category, companies roll out the mass-media advertising before the product is launched to whet people's appetites and drum up excitement. Why are you holding most of your ads until the product is on the shelves? Is the holdup because of a lack of supplies with the Wii Fit?
Dunaway: No. It's really about us thinking about our expanded audience: women and moms. We believe that they are not waiting around to see the latest and greatest news from Nintendo like a core gamer might be. So when she hears about Wii Fit or is interested, she goes and buys it. She doesn't necessarily want to wait for two weeks or stand in line. We felt like it was more appropriate to have less time between the start of the advertising and the product being available. It doesn't have anything to do with product supply.
Video on MSN Money
Fitness gets a Wii more playfulReporter Naureen Malik demonstrates the Wii Fit, Nintendo's new workout tool targeted to the stay-at-home exerciser.
Dunaway: No. We definitely want everybody who wants a Wii or a Wii Fit to be able to have access to it.
WSJ: Has it damaged the brand at all?
Dunaway: Not in any measurable way.
WSJ: Given the obesity epidemic in the United States, is it a disservice to promote Wii Fit as a fitness helper? Shouldn't we be telling kids to get away from the TV and go out and run around the block?
Dunaway: It's a tool in helping to increase your awareness and to increase conversations that people are having in the family about their health. It's part of a healthy lifestyle; it's not saying people should do Wii Fit instead of going out and taking a jog.
WSJ: Video-game advertising has longed been dominated by glitzy TV ads, yet the largest part of this advertising and marketing campaign will be the public-relations effort. Why?
Dunaway: What we see is consumers are increasingly turning to friends, family and news articles as credible sources of information about products, more so than in the past.
WSJ: It's no secret that many women jump into buying gym memberships or the latest weight-loss devices -- only to have them end up collecting dust under the bed. Could that mentality hurt future sales of Wii Fit games?
Dunaway: Hopefully not. One of the things I like about Wii Fit is it tracks your progress over time. Literally, you get a footprint on the calendar every day you exercise. Seeing your progress is motivating. So I think Wii Fit will keep people involved because they will be excited about tracking their progress and their family's progress. The families will egg each other on.
This article was reported and written by Suzanne Vranica for The Wall Street Journal.
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