Posted by Sheila Shayon on May 18, 2010 12:24 PM
Now here’s a match made in heaven: Nintendo now has the American Heart Association’s endorsement for its Wii Fit balance board.
Nintendo has trumpeted its fitness effectiveness for years, while the AHA has has been promoting getting fit. Now they are teaming to promote the notion of fitness for life, especially for a generation of young gamers in danger of a sedentary lifestyle.
AHA wields considerable clout as one of the most widely respected U.S. health organizations, so the AHA logo on the Wii console is priceless.
Or at least worth $1.5 million, the amount Nintendo paid for its three-year endorsement deal with AHA (the first such endorsement the AHA has struck with a video game brand, by the way).
It's already being seen as a welcome move by gamers, although Will Fit appeals across ages and demographics to include gamers' moms and the entire family.
The AHA is eager to encourage exercise, given that 70% of Americans don’t get even the recommended level (60-150 minutes each week) of "moderate" physical activity. The Nintendo/AHA partnership, featuring its own website, aims to change that.
Nintendo Wii products will begin shipping in AHA-branded boxes, just in time for (indoor) summer sports. The AHA seal of approval will grace Wii, Wii Fit Plus and Wii Sports Resort, and possibly the newer Wii Vitality Sensor, which monitors heart rates and provides feedback for stress reduction.
Not to be left out, Sony and Microsoft will release their own movement focused peripherals this year: PlayStation Move and Project Natal, respectively.
Another landmark moment in marketing history, where product + money = endorsement. At least in this case, the result portends an upside for millions who may be encouraged to get off the couch and actively support their own hearts.
Tell us: Would the AHA endorsement carry more weight if it wasn't purchased by Nintendo? Post a comment!