Best Buy
Agencies: Razorfish, Crispin Porter +
Bogusky
Brand: Best Buy Holiday
Executives Involved in The Campaign: Tracy
Benson, Christine Neff, Christopher Pope, Brad SmithAward Entry Contact
Name:Crystal Higgins-Peterson
Campaign Brief: Objective
The consumer electronics category is extremely competitive, especially during
the holiday season when consumer electronics are an ideal gift. Reduced prices,
high brand recognition, and extensive inventories have created a climate of
choice and value for consumers. But for consumers, these endless choices can
pile up into complete confusion.
For Holiday 2009, Best Buy wanted to give consumer electronics shoppers a gift
by taking the guesswork out of finding the perfect present. Using branded
experiences, tools, special offers and their 100,000 sales and service
employees (“Blue Shirts”), Best Buy’s goal was to create a consistent
cross-platform presence as the source and destination for expert advice and the
best Holiday gifts.
Strategy
To connect with shoppers during this busy time, Razorfish leveraged the
experiential, social and mobile nature of our target by creating multi-platform
experiences to drive brand engagement, and ultimately traffic and sales to
BestBuy.com.
While experiences ranged from an assortment of hero product offers to videos of
Blue Shirts singing gift advice to the tune of holiday carols, two core
principles were utilized in building out our distribution plan:
1. Keep consumer-centric discoverability at the forefront by distributing the
experiences across multiple platforms (web sites, social networks, mobile
devices, gaming consoles, digital OOH) and via multiple formats (search results,
ads, videos, rich media, skins, mobile content, applications, socially
influential dialogue, audio/jingle).
2. Enhance discoverability and sharing to consumers’ own social graphs through
sharing technologies within each experience, and by leveraging the brand’s
ecosystem of owned and earned consumer touch points (blogs, customer service
platforms, social networks on Facebook, Twitter, YouTube).
Our approach resulted in customized, shareable, multi-platform engagements,
with mobile serving as a centerpiece:
• Digital OOH videos at malls, gas stations, sports venues, and taxis featured
SMS opt-in for Blue Shirt gift advice
• Sponsorship within newly released Twilight application provided instant
in-app gift advice
• Location-based placements reached shoppers within 5 miles of a Best Buy store
• Audio ads on mobile phones connected users to their local Best Buy
• Mobile application allowed consumers to map the closest Best Buy and find
deals when they are 5 miles from a store
• Textlinks within SMS alerts connected users to the Best Buy Gift Guide and
Deal of the Day iPhone application
• Downloadable ringtones and wallpaper let shoppers customize their mobile
device
Results
Mobile-specific results:
• Exceeded mobile interaction goal by 12% with increased activity leading up to
Christmas
• Delivered 85% of total opt-ins for Best Buy’s Deal of the Day SMS alert
• Generated 25k downloads of ringtones and wallpaper
• Contributed to over 330k visits to m.bestbuy.com
Overall campaign results
• Drove reach with 2.3 billion impressions in a crowded holiday marketplace
• Engaged more than 3.87 million users, increasing interaction rate by 55% YOY
• Generated 37% more revenue YOY
• Efficiently drove revenue with a total return on ad spend (ROAS) 57% higher
YOY
• Positively moved consumer perception of product-specific brand attributes
Link
to Your Creative Materials: http://slant.razorfish.com/BBY-Mobi/MOBI_Holiday.pdf
