Press Kit
for Nintendo Switch Lite Date: April 16, 2020 Kay Wing Man Liu, Kamila Majmud, Manuel Benitez, Joshua Jafri
Agenda ▪ ▪ ▪ ▪ ▪ ▪
Target Audience Press Kit Goal The Press Kit Media Room Press Kit Page Conclusion Measurement
Purpose of the Presentation
❖ Explanation of the press kit and how Nintendo will:
➢ Capture the media’s attention to cover our event and the new launch. (Publishers, editors and bloggers)
➢ Notify the media about the event in hopes that they will spread
Ryan Reynolds
the word.
❖ Share the new product information, hoping a reporter will see a story and write an news article or generate content about it.
❖ Promote the non-profit organization on the internet via blogs, websites, and social networks.
Non-profit organization
Target
Audience
Public Relations Target
Traditional Media -Journalists from Gaming and Mental Health Magazine Gaming Magazines -CG Magazine Editor, Brendan Quinn (23.6K) Mental Health Magazines - Nutrition & Mental Health Magazine Editor, Steven Carter (11.9k) - Patricia Tomasi, Mental Health Writer at The HuffPost Canada (15.7k followers) *Micro-Influencers
Introduction
Public Relations Target
New Media-
Online Influencers in Video Games / Mental Health Fields. Video Game Bloggers @pewdiepie (20.9M followers) @VanossGaming (25M followers) @Markiplier (12.5M) *All are celebrities level influencers Mental Health Bloggers Claire Eastman (2.2M followers) Dr. Mariel Buquè (320k followers) Brené Brown (322k followers)
*Most of them are celebrities / macro-influencers
Outline of the Goal
Outline of The Goal
❖ Announce and provide information about the Nintendo Switch Lite product launch and the Bright Winter Event Launch. ❖ Increase awareness of the Canadian Mental Health Association. ❖ Through the influencers and journalists showing the product and event in their stories, capture the attention of media to cover the story. ❖ Get the influencers and journalists who receive the press kit to feel excitement about it, and help to produce the story. ➢ Let them sign up on the accreditation website and the event from our registration link.
Intrduction
Press Kit Of Nintendo Switch Lite
Press Kit Component
Press Kit Component - Outer container ❖ Branded ❖ Mimics the appearance of a Nintendo Switch Lite ❖ Size: 16 in x 7 in x 9 in large box ❖ With Nintendo logo & NPF Partner logo ❖ Receiver name
Press Kit Component - Cover letter (1/2) ❖ Receiver Name ❖ Content ➢ New product launch ➢ Event launch ➢ Press kit compontact ❖ Call to action
Press Kit Component - Cover letter (2/2)
Press Kit Component Fact Sheets ❏ Product information ❏ Event schedule ❏ Non-Profit Organization ❏ Biographies
Press Kit Component - Product information •The Nintendo Switch Lite is a compact gaming console with integrated controls. •Nintendo Switch Lite supports all Nintendo Switch software that can be played in handheld mode. It’s great for people who prefer to play outside, and also for anyone who wants to play online or local wireless multiplayer with friends or family who already own a flagship Nintendo Switch console.
Launch date: November 15,2020
•Players can sync up to eight Nintendo Switch or Nintendo Switch Lite consoles to play competitive and cooperative multiplayer games together. •Local multiplayer •Players can sync together up to eight Nintendo Switch or Nintendo Switch Lite consoles to play competitive and cooperative multiplayer games.
•Online multiplayer •With a Nintendo Switch Online membership, you can play with friends far away and players around the world, access a growing library of classic NES games with added online features, enjoy exclusive offers such as TETRIS® 99 , Nintendo Switch Game Vouchers, and more!
•There are 4 different colour available: Grey, Coral, Yellow, and Turquoise
Contact:Nintendo.ca/presskit
Press Kit Component - Product information
Size
91.1mm x 208mm x 13.9mm
Weight
Approx. 275g
Screen
Capacitive touch screen / 5.5 inch LCD / 1280x720 resolution
CPU/GPU
NVIDIA customised Tegra processor
System memory
32 GB Please note: approximately 6.2 GB of internal memory is reserved for use by the system.
Communication features
Wireless LAN (IEEE 802.11 a/b/g/n/ac compliant) / Bluetooth 4.1 / NFC (nearfield communication)
Battery life
Battery life can last for more than six hours, but will vary depending on the software and usage conditions. For example, The Legend of Zelda: Breath of the Wild can be played for roughly four hours on a single charge.
Charging time
3 hours approx. Please note: this is the time taken to charge while the console is in sleep mode
Contact:Nintendo.ca/presskit
Press Kit Component - Event schedule Nintendo will take a dull, drab subway station during the heights of winter and transform it into a colorful Mario world, boosting cheer and morale for commuters while spreading an important message about mental health, thanks to a partnership with the Canadian Mental Health Association. ● Start: Nov 15, 2020. ● End: Nov 22, 2020 ● November 16, 2020 – Museum Station ○ 9:30 Reception ○ ○ ○ ○ ○
10:00 Opening by Bill Trinen, Nintendo Product Marketing 10:30 Katherine Janson, National Director, CMHA 11:00 Ryan Reynolds press conference. 12:00 Break/Lunch 1:00 Trip around stations
Contact:Nintendo.ca/presskit
Press Kit Component - Non Profit Organization ● It is the most extensive Non-Profit Organization community of mental health organizations in Canada. ● Has a presence in more than 330 communities across every province. Values and principals: ● Embracing the voice of people with mental health issues. ● Promoting inclusion. ● Focusing on the mental health needs of all age groups. Contact:CMHA.ca/Nintendo
Important messages about mental health will be placed where ads would usually be, both in the station and on the subway.
Press Kit Component - Biographies • Canadian actor, comedian, film producer and screenwriter. • He has talked about his experience with depression. He has been very successful in his life and shows that anyone can have depression. • He is very related to the world of video games, superheroes and movies. (Deadpool, Green lantern, Pikachu detective). • The celebrity makes a connection with target because he is Canadian, the brand and the non-profit organization.
Press Kit Component - Invitations ❖ Content includes: -
Introduce the Nintendo Switch Lite, event, and the NPF Press Center Call to action
Press Kit Component – Second News release
Pitching your PR Material Logo Media Contact
• Second News Release – event launch
Release Date The logo of CMHA
Headline
Pitching your PR Material
• Second News Release – event launch
Key information with 5 Ws WHO
WHY
[
WHAT
[
Slug line
WHEN
WHERE
Pitching your PR Material
• Second News Release – event launch
Video & Images Second Paragraph
Bottom of Page
Pitching your PR Material
• Second News Release – event launch
Images Third, Fourth, and Fifth Paragraph
Pitching your PR Material
• Second News Release – event launch
Boiler
End of Release
For more information
Press Kit Component - VIP Pass ● Find in your credential the user and password to make the registration
Press Kit Component - Mini-hand Book ❖ Small size hand-book about mental health ❖ With a content that is Ryan shares his experience about depression. And how Nintendo Switch Lite has helps him get out from depression.
Press Kit Component - Stickers ❖ Sticker with a positive quote, and the quote about Nintendo Switch Lite on the Nintendo classic character. ❖ THe positive quote is for encourage people stay positive, to avoid mental health ❖ Other positive quote includes:
➢ Time to Relax! Go Nintendo Switch Lite! ➢ You Are Not Alone! ➢ HAPPY! ➢ CHILL OUT! ➢ Life is Tough, But so are you.
❖ Connect Product, event , and NPF
Press Kit Component - Branded T-Shirt ❖ Branded T-shirt ❖ With the logo for Nintendo Switch Lite, and canadian mental health association. ❖ Have a Event headline “ Bright Winter Event “ in the back.
Press Kit Component - USB Drive ❖ Contain the high-res images, video, electric verson press kit, fact sheets. ❖ All sources that the
influencer / journalist need to produce their story can be taken from here.
Nintendo
Online Media Room – Press Kit Page
Webpages
• Online Media Room Event page
included access to an online media kit and accreditation, Registration link
Webpages
• Online Media Room
Media Accreditation page (Registration link there)
Webpages
• Online Media Room
Accreditation page (Sign up)
Webpages
• Online Media Room Press Kit Page
Measurement & Conclusion
Measurement Send an email to the journalist and bloggers for follow up → Measurement: ● How many recipients opened the news release email ● How many respond
Measurement Social media → Measurement: ● How many bloggers, influencers and journalist are generating content about the event ○ Hashtag ○ Mentions ○ Followers ○ Impressions ○ Traffic data ○ Likes ○ Click ○ Reactions ○ Shares ○ Comments
Source: socialmediaexaminer.com/influencer-marketing-campaigns-5-ways-to-measure/
Measurement Using the Media Relations Rating Point System (MRP) → Measurement: ● Article/news coverage against a list of criteria
Measurement Using the CRM system to send out emails to journalists and influencers → Measurement: ● Open rates (how many people opened the email) ● Click rates (how many viewed the press release) ● Bounce rates (people clicking and immediately leaving)
Measurement Through Google Trends → Measurement: ● The rates of people searching related keywords ● The percentage of those aware of the Nintendo Switch Lite, the Canadian Mental Health Association, and the event
Measurement Site → Measurement: ● Website Traffic (total website visits) ● Bounce rate (percentage of visitors that immediately leave website after visiting) ● Sign ups ○ Registration for the event with user and password
Conclusion • • • • •
Targets Audience The Goal for the press kit Press Kit Media Room Press Kit Page Measurement
Thank You
Joshua Jafri, Manuel Benitez, Kamila Majmud, Kay Wing Man Liu
References • https://www.wired.com/2010/09/0923nintendo-founded/ • https://www.nintendo.com/corp/history.jsp • https://www.thecanadianpress.com/topics/view-all-topics/ • https://www.newswire.ca/ • https://prowly.com/en/audience-pitch • https://prowly.com/magazine/how-to-send-a-press-release-by-
email/?utm_campaign=%5BENG%5D%20Workflow%20dla%20templatkowc%C3%B3w&utm_source=hs_automation&utm_medium=email&utm_content=80480558&_hsenc=p2ANqtz-ZYrO81Nhwre5l7dFrqmN0cZlf5AAM8A314CsiDN0FOr4AqpebajzURWQ4xLF0QOqayqxlnJoe85TM2IsCCcqRuY53X61sd1mCcI3j0QJDGr-XAEk&_hsmi=80480558
• http://cnw.en.mediaroom.com/monitoring-and-analytics • https://www.cision.ca/products/impact/
