The Rise of Intellivision: A Bold Challenge to Atari's Dominance

In the mid-1970s, Mattel Electronics embarked on an ambitious journey to revolutionize home entertainment with a game console that would rival Atari and introduce innovative features. The development of Intellivision marked a pivotal moment in video game history, characterized by strategic marketing and unconventional advertising tactics. When Intellivision was first introduced in Fresno, California, in December 1979, it faced significant challenges but also opportunities for growth.

Intellivision's initial test marketing in select department stores across Fresno proved successful, paving the way for a broader launch in August 1980. Recognizing the importance of effective advertising, Mattel partnered with Ogilvy & Mather (O&M), one of the world’s leading advertising agencies. This collaboration was crucial as O&M brought extensive experience in promoting Mattel products. However, early advertising efforts fell short, positioning Intellivision more as a home computer rather than a gaming system. Sales remained sluggish throughout much of 1980, causing concern within the company.

Faced with low consumer awareness and stiff competition from Atari, which had already established itself in the market, Intellivision's leadership made a bold decision. They opted for a head-to-head comparison campaign featuring celebrity spokesperson George Plimpton. Plimpton, known for his intellectual pursuits and participatory journalism in sports, became the perfect face for Intellivision. His unique background resonated with the sophisticated yet sporty image Intellivision aimed to project. By highlighting the superior graphics and gameplay of Intellivision, especially in sports titles, the commercials effectively captured public attention.

The strategic choice to use comparative advertising paid off handsomely. After the Plimpton commercials aired, consumer interest surged, and sales skyrocketed during the 1980 holiday season. Intellivision's success story illustrates the power of innovative marketing and the importance of positioning a product correctly in a competitive market. It also underscores the value of leveraging celebrity endorsements to connect with consumers on multiple levels. Ultimately, Intellivision not only survived but thrived, proving that with the right approach, even newcomers can challenge established giants in any industry.