ROLE
UX / Lead Design / Production
CLIENT
Nintendo, created at Amazon
OVERVIEW
Nintendo’s Splatoon 3 for the Nintendo Switch launched on September 9, 2022. To promote the launch, Nintendo collaborated with Amazon to create a custom campaign experience to encourage game purchases and downloads during a one month activation between Sept 1, 2022 through October 7, 2022.
The OOH marketing tactics included Amazon locker wraps across 35 Locker+ Sites and 7 Amazon GO stores, and digital signage at Locker+ Sites. The digital marketing tactics included display advertising, Fire TV, Fire Tablet media and an interactive landing page.
PROCESS
As the lead designer on this campaign, I created a custom Splatoon 3 locker wrap design that was installed across 42 Amazon Go and Campus locations nationwide—representing nearly 60% of Amazon’s Locker network. The design integrated official key art from the game alongside a uniquely designed QR code that linked directly to a custom landing page, bridging the physical installation with the digital campaign.
In Splatoon 3, the Locker Room is an in-game feature where players collect, store, and decorate their lockers with stickers and personal touches. Tying this concept to Amazon Lockers felt like a natural extension of the game. The installation brought this experience to life at scale, allowing fans to connect with the brand in a playful and tangible way while reinforcing the importance of lockers both in and out of the game.
I also designed the custom landing page utilizing Figma to help lay out the content, incorporating graphic elements and “surprise and delight” animations to create an engaging experience. The landing page featured a shopping experience for the new Splatoon 3 game, along with informational content about the game. To enhance the page’s interactivity, I provided direction to the design technologist for interactions and animation.
In addition to the custom landing page, I designed media placements for Fire TV and Fire Tablet to further promote Splatoon 3. The Fire TV experience featured the official game trailer, giving customers an easy way to learn more, rewatch content, purchase the game directly on their TV, or scan a QR code to access the landing page.
RESULTS
The Brand Lift Study showed strong results: 77% of viewers who recalled the ads responded favorably, and game consideration rose by 54% among those who recognized the ads. Additionally, over two-thirds of customers who saw the Locker Wraps expressed purchase intent for Splatoon 3.
Digital media reached over 4.4 million targeted consumers. It drove 40.5K clicks with 32.5K directly to the custom Splatoon 3 landing page. The CTR was 5x higher than Nintendo’s display benchmark with Amazon. Dwell time on the custom landing page exceeded benchmarks by 25%.
The Fire TV Feature Rotator CTR exceeded the placement benchmark at +81%. The Fire Tablet lock screen CTR was 6.7x higher than the Cross Screen Homepage placement. The Cross Screen Homepage placement was a 3.2 million cumulative reach with 10K clicks at a CTR of .21%. This was a 35% higher CTR than the Nintendo benchmark for standard Amazon.com placements.
Overall, this collaboration between Nintendo and Amazon successfully promoted the launch of Splatoon 3 to a wide audience, leveraging innovative design and interactivity to create an engaging customer experience.
