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Advertising / The Year of Luigi

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Having seen their other super plumber brother go neglected for a good while, Nintendo decided to combat this by declaring 2013 the Year of Luigi, it being the 30th anniversary of his first appearance in Mario Bros.. The celebration carried on for exactly 365 days — a full year, in other words — meaning the celebration began on March 19, 2013, and concluded on March 18, 2014.

During this celebration, three new Luigi-centric games were released, and in Japan a special 3DS XL was released with one of them coming pre-installed. This also coincides with two special Year of Luigi Miiverse communities opening for 2013.


Games Released in this Celebration

This marketing campaign provides examples of:

  • Abandoned Mascot: Subverted in that the regular mascot — Mario — was abandoned temporarily. Social media used Luigi for a time rather than Mario.
  • A Day in the Limelight: Or rather, a year in the limelight. Instead of focusing on Mario, Bowser, or other popular Nintendo characters, this campaign made almost everything about Luigi. Of course, it didn't last.
  • The Cameo: Every game Nintendo released in 2013 had a Luigi sprite hidden somewhere in the game.
  • Old Save Bonus: Super Mario 3D World lets you play an altered version of the original Mario Bros. (entitled Luigi Bros.) if you have New Super Luigi U data in celebration of the Year of Luigi. Without the previous save, you have to beat the game first in order to play Luigi Bros.


Example of: