Super Mario Galaxy 2’s YouTube Campaign: Nintendo know how to do content well.

Desire is a strange word. The OED defines it as a notion of requirement. If you desire something, you require it. While there are varying degrees of requirement, the OED also describes desire as an indicator of craving something. So, if I am to understand things correctly, if you desire something, you both crave and require, want, or need it.

Right now, I desire to get my hands on Super Mario Galaxy 2. Bear with me, if you will. I know this has been a recurring theme in this blog, as of late, but Nintendo have done a superb job of building, or manufacturing this desire within me, over the past few weeks, with its YouTube campaign leading up to the game’s release on Sunday.

I’m a huge Mario fan. That’s a given. I enjoyed the first Super Mario Galaxy a great deal, and was looking forward to its sequel, to some extent. I wasn’t craving it to the extent of hopping across my room with excitement whenever I see or hear anything new of the game, however. Nintendo have done a brilliant job of drip-feeding information about the game to its public, and they’ve done so fantastically.

If any of you are unaware of the current campaign going down on Nintendo’s YouTube channel, a new ‘transmission’ (from planet Mario, I assume) is uploaded every other day, which is a minuscule snippet of in-game footage, never longer than a minute or so. At the start of each video, you’re shown a ‘progress bar’, made up of planets, which denotes every trailer leading up to release. Instantly, you can see how much content you’re going to receive over the course of the campaign, which is already a good incentive to check back. The trailers themselves are brilliant, never showing too much, or too little; just enough to whet your appetite. Each trailer shows off one new gameplay element, such as a playable Luigi, various new power-ups, new level designs that incorporate 3D and 2.5D cleverly and seamlessly, and the return of Yoshi, and his functionality as character. The latest trailer was absolutely fantastic. To quote my recent tweet, “I almost just crapped my pants with excitement” on watching it. Quite.

Any fan of Super Mario 64 will instantly see what I mean, when I say that this made me excited.

Nintendo have created a cunning way of enticing Mario fans, old and new, into finding out about Super Mario Galaxy 2. By not releasing all the information gleaned from these brief trailers all at once, they don’t overload you with information, and deliver their content in a way that is much more exciting than a boring old ‘Info’ page on a website, that no one really reads in great depth anyway. These videos sort of make me feel like I’m piecing together a puzzle, which is exciting. That, I think, is something you don’t see enough of in advertising today, in my humble opinion.

I talk an awful lot about control on this blog. Control of expectations, but also control of emotions. Nintendo have made me want this game in a way that not even Rockstar have managed, with their imminent release of Red Dead Redemption tomorrow (in the UK). Red Dead Redemption is a game I’m also very excited about, but in giving me an almost daily reason to want their game, Nintendo have succeeded in making me truly crave Super Mario Galaxy 2. Good on you lot.

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