‘Alpha Moms’ pitch Nintendo Wii – Los Angeles Times: “At a time when the media audience is fragmenting, it doesn’t hurt to build a little enthusiasm with such grass-roots campaigns, said Peter Sealy, a former chief marketing officer for the Coca-Cola Co. who will teach marketing at the Peter Drucker and Masatoshi Ito Graduate School of Management at Claremont Graduate University.

‘I think you’re seeing more of this, especially in those categories where word of mouth is a powerful motivator,’ he said. ‘The purchase of cars, fine wines, dining. You’ve got to get a buzz going.’

Nintendo learned from its experience in Japan that it could succeed by developing games for a market its rivals largely ignored — adults over 30 and so-called lapsed gamers, who no longer have hours to devote to getting really good at a video game.