The marketing blitz, based on a "Touch me" theme, has been developed to build hype ahead of the launch of the DS across Europe on March 11.
The double-screen device combines gameplay with wireless multiplay functionality. Analysts believe the launch will be crucial if Nintendo is to safeguard its dominance in the sector.
The DS activity will include Nintendo's first use of interactive TV, it's most significant digital campaign, a national sampling drive and a focus on outdoor, including more than 300 video six-sheets, an interactive poster marketed by JCDecaux.
Dawn Paine, Nintendo UK's head of marketing, said the campaign was intended for as "broad an audiences as possible. We don't want to be reliant on the established games market," she said.
The TV executions, which break this week, were created by the German advertising agency Jung Von Matt.
Nintendo has tied with Emap to run Touch Bingo, which will be promoted across the publisher's properties -- including weekly title Zoo -- and will set challenges for consumers.
Rival Sony is planning the European launch of its first handheld device later this year. The PSP is intended to challenge Nintendo by combining gaming with digital music. Sony is due to confirm the launch date this week.
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