Game Boy Launch

Introduced to the North American market the first hand-held electronic gaming device through a nationwide city-by-city competition tour.

The Brand Strategy

Won the Reggie Award for conceiving the Best National Promotion for Nintendo’s World Championship Tour which launched the popular Game Boy handheld device, performing three consecutive days in 30 markets.

The Objective

Take it on the road to generate a controlled, synergistic build-up of anticipation and publicity for this revolutionary new electronic gaming device.

The Result

Created a showcase environment that drew 40,000 people every weekend and in just one month sold 1.4 million units—the biggest promotion in Nintendo history, generating $13 million to $15 million in net sales.

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