Nintendo Switch

WHAT IS NINTENDO SWITCH?

Nintendo is one of the world’s largest video game companies and known for creating some of the most famous game franchises, including Mario, Pokémon and The Legend of Zelda. Nintendo launched its latest game console in March 2017, the Nintendo Switch. The Nintendo Switch is designed to go wherever you do, transforming from home console to portable system in a snap. It’s marketed that you get more time to play the games you love, however you like, wherever you like.

GOAL

Promote the Nintendo Switch in a different, exciting way and showcasing different sides of the Spinnin’ Records artists.

SUMMARY

Dance music and gaming are inevitably connected through sharing the same target groups. This is shown in the numbers of the Spinnin’ Records Gaming playlist on Spotify, where the amount of people who keep listening for extended periods of time is insanely high in comparison to other playlists. Together with Nintendo, Spinnin’ Records built a bridge between gaming and dance music through the Nintendo Switch and Mario Kart 8 Deluxe. A livestream was hosted at the Spinnin’ Records HQ where Spinnin’ DJ’s raced against each other in a battle: the first official Spinnin’ Records Mario Kart Cup! The Cup was a huge success with 54,000 views during the livestream, 52 shares on Facebook and more than 400,000 impressions on the Instagram Stories of the artists. Stay tuned for the second edition!

Bianca Stirnweis- Senior PR & event manager at Nintendo Benelux:

By partnering up with Spinnin’ Records, we were able to reach a lot of young people in our target group with a fantastic Mario Kart 8 activation in a crucial stage of the introduction of the Nintendo Switch.

IDEA

The target group of video game companies and dance music are really close to each other. Listening to dance music during a long gaming session has become a standard for many gamers. Spinnin’ Records has shown this already by partnering DJ Oliver Heldens up with Ubisoft for the release of the game ‘Watch_Dogs 2’, letting the game inspire the music video for one of Oliver’s single ‘Good Life’. This connection between gaming and Dance music is ideal for Nintendo, since together with Spinnin’ Records they could promote the Nintendo Switch and Mario Kart 8 Deluxe to a very large audience of their target group. You could call it a match made in heaven. The most organic way to promote the Switch was with the help of the Spinnin’ DJ’s. Lots of DJ’s are constantly traveling and avid gamers and users of the Switch themselves. Next to that, they also have a lot of knowledge about the target group, since they are part of it themselves.

Together with Nintendo we came up with the idea to organize a livestream at the Spinnin’ Records HQ where Spinnin’ DJ’s who are long-time Mario Kart fans raced against each other in a battle: the first official Spinnin’ Records Mario Kart Cup. We invited four of our Spinnin’ Records artists: Dastic, Tony Junior, Lucas & Steve and Ferreck Dawn to race against each other in a Mario Kart 8 Deluxe cup. The races were broadcasted via the livestream on the Spinnin’ Records Twitch channel and Facebook page.

The artists had to race against each other on a few different race tracks and the one who got the most points by finishing the highest overall won! In the end, the first ever Spinnin’ Records Mario Kart Cup was won by Lucas & Steve! The Cup was a huge success with 54,000 views during the livestream, 52 shares on Facebook and more than 400,000 impressions on the Instagram Stories of the artists. The event was also streamed on the most popular streaming website for games: Twitch.

Next to the livestream, we also set up a contest where fans had the chance to win a Nintendo Switch by following the Spinnin’ Records Gaming Music Playlist on Spotify. 

The first Spinnin’ Records Mario Kart Cup was a lot of fun so stay tuned for the second official edition where we’ll see who’ll crown champion next!