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GOLD: The Ultimate Wii Family Challenge


WiiAlthough it is the #1 gaming company in Canada, Nintendo faced challenges during the 2009 economic downturn as it planned to launch 4 games across English and French Canada—two sectors with very different responses to gaming. Starcom partnered with the leading broadcaster in each language through initiatives involving content creation and viewer involvement. A contest was created for English Canada to find Canada’s Ultimate Gaming Family. While Quebeckers’ passion for reality programming and interest in home-grown celebrities resulted in a contest to pair five families with A-list local stars. In a soft gaming market, Canadian sales of the showcased game titles dramatically outpaced projections.