With Nintendo set to launch the biggest revolution in 3D gaming - the Nintendo 3DS - they needed launch events in both Europe and UK that would catch media - and consumer - attention.
The European Launch
First up, launching the new console to Europe. We transformed 10,000 metres of space into a headline-grabbing event featuring 400 3DS consoles, 250 promotional staff, 1,500 journalists from seven countries...all transmitted round the world via a simultaneous global webcast.
The UK Launch
With both a midnight store opening moment at HMV Oxford Street, and an exclusive event at Old Billingsgate, the UK launch saw music acts such as Plan B, Hadouken! and Parade entertain 1,500 guests from amongst Club Nintendo, software developers, retailers, the media, celebrities, competition winners and fans. All were given hands-on experience with the Nintendo 3DS in a great showcasing entertainment-based environment.
Excitingly, the event content was used to create an advertising funded TV programme, broadcast on Sky1 and Sky3D - 24 hours after the event! A real first for the gaming world.
300 queued overnight to be the first to get their hands on a console at HMV.
The AFP, Nintendo 3DS: Ignition was viewed by over 5 million people.
113,000 consoles were sold in the first two days in the UK, making it the fastest-selling Nintendo handheld ever.