Nintendo are getting hands-on with a new marketing blitz in the US. (Written by Iun)

This weeks' entry into the "Oo-er, Missus" category comes straight from the Big N in the shape of their latest US marketing blitz for the November 21st release of the DS.

In a bold (and rather titilating) move, Nintendo are promoting the DS with the line "Touching is good" read it how you will, no double-entendre will pass without a giggle.

In the words of Perrin Kaplan, VP Marketing of NOA:

"When you're a kid you're always told you can't touch anything. Touching is good. You're grown-up now, so read it how you want."

I stand by my previous "Oo-er, missus!" Nintendo are clearly going for a much more adult audience with the release of the DS, and this marketing campaign will back it up with ads in mens lifestyle magazines and TV ads featuring sultry-voiced ladies.

It's reported that $40 million dollars will be lavished on the launch of the new handheld, in a strike against Sonys' PSP which will launch a little later this year with a more mature target audience than the core Nintendo market.

Update! The press release in its entirety!

REDMOND, Wash., Oct. 25, 2004 - Do not adjust your TV sets. The sultry voice you hear emanating amid the static heralds Nintendo's massive, multimillion-dollar "Touching is good" campaign to spread the word about the innovative, touch- and dual-screened Nintendo DSTM. The new hand-held video game and communications system launches Nov. 21, and will be backed by the largest launch program ever for a Nintendo product.

Since childhood, we've been told "please do not touch" - don't touch that lamp, stop touching your food and don't touch anything in this store. Nintendo DS changes those rules. The "Touching is good" multimedia campaign creatively touts the unique features of the dual-screened Nintendo DS, which include a touch screen, a built-in chat function, wireless communication and voice recognition.

Intriguing pre-launch television ads begin airing on Oct. 25. The series of three ads presents a static-filled screen with a female voice-over that encourages viewers to interact with two blue boxes that appear on the screen. The sultry requests for interaction coincide with the special features of Nintendo DS.

To support this pre-launch effort, Nintendo has aligned itself with powerful media partners that target a hip, male demographic. MTV produced a custom ad for Nintendo DS featuring the stars of Wildboyz using Nintendo DS to play a wireless multiplayer game while engaging in one of their exciting trademark adventures. Nintendo will offer a video with behind-the-scenes footage of the making of this commercial on Nintendo.com. In addition, custom advertorials will run exclusively in Dennis Publishing's Maxim, Blender and Stuff magazines, instructing readers "How to Score." The ads relate to readers and viewers of these popular media brands by speaking their language.

During the launch phase for Nintendo DS, three new television ads will showcase the unit's unique features. This engaging and surreal campaign will demonstrate the appeal of Nintendo DS to a wide range of ages and demographics. Consumers will not be identified simply by age, but rather by the kinds of lifestyles they lead. Nintendo will market Nintendo DS to the full spectrum of hipsters, budding enthusiasts and hard-core gamers.

In December, Nintendo will run ads on more than 5,000 movie screens across the country. Print ads in gaming magazines will support the launch, along with a full range of Internet and broadband efforts. There will be unique program integration with major TV networks. In addition, Nintendo DS is being featured on the Nintendo Fusion Tour, a multi-city tour that presents the best in music and video games.

"The campaign for Nintendo DS marks a different, bolder approach for Nintendo," says George Harrison, Nintendo of America's senior vice president of marketing and corporate communications. "We think such a radically different and creative device like Nintendo DS deserves the backing of an equally innovative and provocative marketing campaign."

Nintendo's media agency of record, Starcom U.S.A., and its specialist division, Starcom Entertainment, negotiated media placement and branded integration with MTV and Dennis Publishing. Nintendo of America's advertising agency, Leo Burnett USA, created the pre-launch and launch television ads.

Nintendo DS will sell at an MSRP of $149.99. In addition to the built-in PictoChatTM chat function, Nintendo DS will come bundled with a playable demo of Metroid Prime� Hunters: First Hunt, the latest installment in an extremely popular first-person shooter franchise.

Before the end of the year, Nintendo DS users will be able to enjoy games of all kinds, from Super Mario� 64 DS from Nintendo, Madden NFL 2005, Tiger Woods PGA TOUR� 2005 and The UrbzTM: Sims in the CityTM from EA, and Spider-Man 2TM from Activision. Other third-party titles available during the launch window include Ping Pals from THQ, Feel the MagicTM: XY/XX from SEGA, Rayman� DS and Asphalt Urban GTTM from Ubisoft and Ridge Racer� DS and Mr. DRILLER�: Drill SpiritsTM from Namco. More than 120 games remain in development for Nintendo DS around the world.