DSi will be our biggest handheld hardware launch to date and will easily be our biggest campaign this year. We have already planned out activity throughout the whole year as we plan to drive awareness and communication right through to Christmas.
During the initial launch phase we will be mainly focused on TV aimed at a mass market audience, but we will support this with a large online campaign designed to drive pre-order and awareness in the gaming community. On top of all this activity we will be offering extensive in-store promotion and also running national experiential events to ensure that consumers can get their hands on the hardware before they buy.
DSi senior product manager James Honeywell