Yes, Nintendo should give the "free online" angle some advertising coverage.
How do they achieve it? By doing a deal with Activision - they include in the Wii U version of CoD all of the online game features found in the PS4/XBO versions (including a guarantee of same-day or better DLC), and give Nintendo appropriate permissions to use the game in their advertising, and Nintendo advertises the Wii U version of the game heavily, and includes it in a special bundle.
They could do a similar deal with Ubisoft for Splinter Cell: Blacklist.
Then, when advertising the games, they could make "All online play completely free" a major selling point, alongside Wii U specific features (gamepad stuff, pointer controls, etc). Proper Miiverse integration would add yet another bonus.
This could be just one part of a marketing blitz running through the holiday season.
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