The obvious hook to create for the Wii U is it's unique design of the gamepad - it is shaped somewhat like a U, so the logo for the console can parallel it's design and it's name.
The blue, though typically a male colour, is lighter to try and incorporate the female audience of the product.
A hook is a good thing to have for a product as it can be put just about anywhere in the world - like the Batman symbol being graffitied over the world to promote The Dark Knight Rises. People will see the U and wonder what it is then make the connection to the Wii U once the larger adverts had been released with the full logo.
The hook would be placed in a mixture of areas across the globe - varying from small villages to busy high-rises in big cities. This would be effective as it would share the logo with a variety of people - sometimes in very niche communities - before revealing it to the entire country.
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