To capitalize on the highly anticipated launch of Super Nintendo World, we partnered with Universal Studios to develop several key moments in the calendar to drive wide-scaled conversation and excitement.

309 earned influencers attended to generate over 1.3K pieces of content to highlight all corners of the land, share heartfelt stories of Mario’s legacy, and demonstrate the pure joy of Super Nintendo World.

Pillars of Success

Earned Influencers

We discovered, coordinated, and activated 309 passionate earned Nintendo influencers with a collective audience of 281M to experience the land.

Brand Safety Vetting

ION vetted 1.2K influencers against a custom Nintendo x Universal Studios safety rubric to ensure the exclusive opportunity aligned with Nintendo brand-safe creators.

Promoting Joy

Through pre-event creative toolkits and detailed on-site briefing, we crafted the ideal itineraries to maximize their experience between Mario Kart: Bowser’s Challenge, Toadstool Café, 1-UP Factory, and more. In total, we drove 99M views and many more smiles.

Real-time Event Reporting

As a live experience, we developed a workflow and processes to deliver robust, quick-turn post-event reporting against our core KPIs: views, engagements, sentiment, follower growth, EMV, and ROI.

Media

@souptimmy
Trying to find Mario but failing… 😕 #supernintendoworld #cubing #supermario #speedcubing @universalparks
♬ original sound – SoupTimmy

@cozy.games
mario warp pipe but make it ✨drama✨ thank you to @universalparks for the tickets!! #SuperNintendoWorld #AtUniversal #hosted #nintendoswitch #marioworld @lizzymcalpine
♬ ceilings – Sped Up Version – Lizzy McAlpine

@ashyizzle
Super Nintendo World Hollywood is now open! You MUST visit the Toadstool Cafe! #nintendoworld #universalstudioshollywood
♬ Let Me Love You – John Gibbons & Franklin

Tags: case study

Universal Studios Hollywood: Super Nintendo World Launch Event

Hundreds of creators converged on Super Nintendo World to explore the new theme park in Universal Studios Hollywood.