NINTENDO
SWITCH 2 LAUNCH
What's better than a new console launch?
Watching your favourite creator play it first.
THE CHALLENGE
Nintendo wanted to generate mass excitement and social buzz around the launch of the Nintendo Switch 2, bringing its new GameChat feature to life and building anticipation ahead of release day. The ambition was to turn creators and fans into advocates and help make the Switch 2 Nintendo’s biggest console launch ever. But how do you make a highly anticipated product launch feel even bigger, more social and impossible to ignore?
THE APPROACH
We identified, grouped and managed more than 200 influencers, creating a creator network that could bring the Switch 2’s new features to life authentically. From gifting and outreach to hands-on experiences, we gave creators everything they needed to experience the console for themselves and share the excitement with their audiences.
At the heart of the campaign was a hands-on launch event for 100+ top creators, designed to showcase GameChat in real time and spark authentic social storytelling. By putting the console directly into creators’ hands, we turned product discovery into content and anticipation into conversation.
THE IMPACT
The campaign transformed excitement around the Switch 2 into huge social momentum. Creators produced more than 2,500 pieces of content, reaching over 125 million people, while the hands-on event alone generated 500+ social posts and 35 million impressions. The activity helped build momentum around a record-breaking launch, with the Nintendo Switch 2 becoming the fastest-selling Nintendo home console of all time.
2.5K
pieces of content
125M
total reach
35M
impressions