'Alpha Moms' influence lesser moms into buying Wii
The LA Timesreports the Nintendo viral marketing campaign rolls on. Nintendo's marketing firm used a well-known viral marketing technique used on teen girls who are "influencers" and just transferred it to the mom crowed. Nintendo recruited "gregarious, tech-savvy moms" to promote share the console with friends by having them throw what amounts to a Tupperware party where the Wii is the star. One of the designated "Alpha Mom" influencers invited 35 friends to "come out and play" at LA's Chateau Marmont.
What follows is your standard Wii newspaper tale by this point. People play the Wii, they love the Wii, it transcends demographics, etc. It is interesting to see that the viral strategy is being discussed more openly now, "The company hired a consultant to identify three sets of 'ambassadors' in each city: a core gamer/loyalist who would sing the praises of the system to other gamers; a large multi-generational family, where everyone from the kids to the grandparents could take turns with the Wii remote; and an alpha mom, who would presumably spread the word at schoolyards, soccer fields and her neighborhood."
Viral marketing is one part of Nintendo's massive ad campaign budget and clearly part of their adult targeted marketing. Nintendo even marketed at an AARP convention. Well, whatever they are doing, there is no denying that there is buzz. Now let's hope that all those shiny new Wii won't experience the forecasted gaming drought and we'll have well developed Wii games before Q4 2007.
