Nintendo is a powerhouse in the gaming community. But for Nintendo Wii Fit — an interactive fitness system incorporating yoga, strength training, aerobics and balance — it needed to engage a new target segment for the brand: young Canadian women and their families. That’s where APEX’s strong connections with Canadian consumer, lifestyle and health media at magazines, newspapers, programs, blogs and websites came in. Our approach included an invite-only, interactive launch event for not-so-tech-savvy journalists and aggressive, targeted national story pitching. Efforts paid off with widespread, in-depth coverage in lifestyle publications, websites and blogs, and the product sold out across the country.