We all know by now that Nintendo UK is aiming to steal the thunder from the Wii and instead give it to the 3DS. So far, they're headed for the right track as pre-orders roll in. In just a couple of weeks before the handheld launches in the region, the pre-orders are just about to break the 100,000 mark. With their plan of beefing up advertising, they just might be able to get there before then.

Pushing for a more aggressive campaign, the company's goal is for 85% of the population to have seen the TV ads for the 3DS at least three times, in the last few days leading up to its release.

Said Dawn Paine, UK marketing director, "The campaign is a celebration of the 3D experience. There are two key elements: experimental and advertising. What will be a departure for us is how we fuse them together, in a way we haven't done before."

"In the campaign, we will be showing consumers, real people, getting their first hands-on with 3DS at one of the events. And that in turn drives the people who see the ads to the sampling push. It's a virtuous circle."

Characterizing the campaign as "very fresh and different", Paine stresses that they aim to show consumers that "there is nothing fake or over-state, it's all real," when it comes to their product.

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