I don't think it has much to do with Nintendo.
It's more or less the Nintendo fans that are doing extra shifts this gen to hype everything that's coming out.

Nintendo brings the content and the events but I think that was always the case. It's just that they hype is more visible now.

And Sony fans haven't been hyping the PS4 then??

PS4 has had a great marketing campaign, it has generally sold a lot of consoles on hype alone, have Nintendo now awoken to the sound of the hype train? 

Mario Kart 8- This is the first example of Nintendo really building up hype for a game in ages, we saw lots of trailers, the anti gravity was pushed hard and the now famous Luigi death stare is etched into the gaming communities minds.

Smash Bros- Teasers galore, character reveals left right and centre, demo booths at events and even Amiibo support. This games is hyped to the max, and it will pay off this holiday season

Digital event/ treehouse- This was a big surprise to most, it was slick, brash and stuffed with content, it got people talking about Nintendo again in a good way. I dare say it has already swayed some of the Wii U critics to finally consider buying one. The treehouse event was great for gaining exposure also, tons of gameplay footage and trailers to hype up those upcoming titles.

Hyrule Warriors- Another game that seems to be getting a push from Nintendo, we are seeing character reveals, fan service galore and regular trailers ( the latest one sealed the deal for me ).

Since Mario Kart 8, Nintendo do seem to be making greater strides to create hype, advertise more aggressively and generally creating a bigger buzz for Wii U and its games. There is a long way to go, but i like this sudden change in attitude, i hope they sustain the momentum. What are your thoughts??