Nintendo sends 100 elder-achievers DS Lites & Brain Age

by James Ransom-Wiley { Jan 23rd 2007 at 2:25AM }

Nintendo has honored 100 grandparents, from 54-year-old Rubin, a professional racquetball player from Staten Island, to 104-year-old Waldo, a beekeeper and author living in Kansas. Recipients of the prestigious honor, which included a DS Lite and copy of Brain Age, were selected by the Grandparent Marketing Group on the basis of "agelessness"; that is, each honoree represents someone who defies stereotypes associated with the elderly. "They refuse to act their age. They think young, and therefore they act young. Brain Age is one more tool in their anti-aging arsenal," explained Nintendo's George Harrison.

The 'Ageless American' honor is just Nintendo's latest promotional tactic, part of the Touch Generations campaign, which seeks to tap into the 55-and-up gamer demographic (reportedly accounting for 25% of the total gaming population). This past August, Nintendo hosted a Grandparent's Day competition in New York City -- sadly, despite weeks of practice, President Bush was not eligible to compete.

Tags: Brain Age, BrainAge, DS Lite, DsLite

Reader Comments (Page 1 of 1)

Dirk Dorkelson @ Jan 23rd 2007 4:25AM

Rubang B @ Jan 23rd 2007 4:49AM

I don't think Brain Age even gives out brain ages over 80. That 104 year old has an automatic 24 year dvantage.

OGHC Tim @ Jan 23rd 2007 6:29AM

So let's see, to market the product to seniors, they give free DS Lites to people they see acting the least like seniors, then credit their own device (which these people presumably didn't have before they stood out for their nonseniorness) with being something that helps these people not act like seniors?

What do you consider "acting like a senior"? How do view older folks? Inactive luddites who shoo kids off their unkempt lawns?

Nintendo understands that BrainAge and video games in general are not panaceas by which people can miraculously cure dementia. They KNOW that. It would be irresponsible for them to portray it as such. So this marketing technique by Gollin Harris is clever in that it associates the DS Lite and BrainAge with those it finds to be the best examples of those who defy the stereotypes you may very well envision.

Just my two cents.

OGHC Tim @ Jan 23rd 2007 7:38AM

Sorry, to clarify- that post was directed at "Dirk Dorkelson"; the first paragraph quoting him.

bo @ Jan 23rd 2007 7:55AM

yeah, im with you guys! geez nintendo, stop giving people free stuff! all old people need to pay! even the ones who are living healthy lives! how dare nintendo discriminate!

Ethan @ Jan 23rd 2007 12:49PM

Oh great, old people are defying age stereotypes by 'acting young'? How about redefining what the heck age means to us?

trujunglist @ Jan 23rd 2007 4:10PM

I thought it was hilarious to read about this yesterday and see the list of names, which didn't include the last name, only the first letter of it. Under "Arizona", Lute O. of Tucson was given a prize being the oldest college basketball coach. Hmm, I wonder who that could be?
Go Lute, yell like you want it!

Dirk Dorkelson @ Jan 23rd 2007 8:28PM

Let me articulate that a little better, OGHC Tim (if you're even still looking at this):

By choosing to give DS Lites only to those who seem to defy what Nintendo thinks the stereotypes of being a senior are, Nintendo seems to be saying to the rest of seniors, "You, too, can defy the stereotypes that go along with aging by buying our product." It's sort of like the senior citizen version of a lot of Gen X advertising we saw in the '90s. That is, by buying Nintendo's product, you're somehow rebelling against convention. I'm just skeptical that this tack can work, seeing as how the people getting the DS Lites are having them given to them, rather than just being noteworthy seniors who already had them.

It's kind of convoluted thinking, I know, but I was just trying to question the marketing strategy.