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Wii Taps Unlikely Word of Mouth Partners: Moms
In an effort to win over the "CEO of the house," Nintendo has brought tech-smart "alpha moms" on board to help spread word of mouth about its new gaming system, the Wii. The alpha moms have hosted Mary Kay-style Wii parties, presumably inviting other moms in their social circles to come over and play video games, an activity traditionally reserved for their children. The moms were an integral part of Nintendo's efforts to get non-gamers to pick up the Wii controller and give it a try.
Alpha moms were just one part of the company's overall word of mouth efforts. Consultants for Nintendo also identified gamer loyalists and large, multi-generational families in eight U.S. cities to generate buzz around Nintendo Wii, putting the game in the hands of a remarkably diverse group of talkers.