Nintendo
Building Audience For New Nintendo IP
company
Frederator
year
2015, 2016
role
Director, Strategy, Programming, Talent
In 2015 Nintendo launched their first new, first-party IP since 2011- Splatoon. This new game utilized the tech of asymmetric gameplay of their console Nintendo Wii U and motion controls of their upcoming console in development (at the time) the Nintendo Switch. With this new franchise, Nintendo was selling a new IP and a new style of gaming.
The Consumer Marketing team at Nintendo of America approached Frederator to develop a new digital first video brand and slate of content that would be officially funded and sponsored by Nintendo. I helped spearhead this project, with the goal of generating massive viewership and cultivating a loyal audience around Nintendo and their latest IP, Splatoon.
When developing the new brand alongside Nintendo, we wanted to come up with a name and logo that resonated with Nintendo fans and harnessed the spirit of the brand they already know and love.
After dozens of brainstorms and hundreds of names, we finally landed on Super Coin Crew.
Super Coin Crew launched in 2015 with several new video franchises promoting Splatoon and Nintendo merchandise. The channel garnered tens of millions of views in under a year of being active.
Nintendo Video Series
Fact and lists videos, exclusive product showcases, in-depth game analysis, commentary on the latest Nintendo news and (of course) let’s plays.
