Best Buy Musical Instruments wanted to stand out from the competition
This campaign was designed to Brand awareness and build credibility of the Best Buy Musical Instruments Store, position Best Buy as a destination for all musicians. In addition, The Best Buy Musical Instruments Store wanted a lifestyle-driven campaign that goes above and beyond a “commercial schedule"

The Account Manager worked with Best Buy corporate as well as local store level, contacting the Musical Instrument Supervisors of all 6 South Florida locations.

Best Buy's challenge was that many consumers don’t consider Best Buy a serious destination for music equipment until they experience the store first-hand. Building credibility was going to be key in this promotion, so the Account Manager brought in leading guitar brand, Gibson Guitars as a cross-promotional tool.

Game-show style promotion called NAME THAT RIFF
In association with Gibson Guitars, the game show built credibility through a lifestyle-driven campaign, hosted largely online and in-store. Listeners were invited to play in-store including a guitarist to play rock guitar riffs, contestants to “buzz in” on percussion instruments (cymbals, cowbell, etc.) to move on to the finals.

A Custom Channel was created on 93Rock.com where listeners would listen to 30 Guitar Riffs and identify the artist and song title for a spot in the finals. GRAND PRIZE winner receives Gibson SG guitar and a trip for 2 to see Pearl Jam in the Gibson Suite at Gibson Amphitheatre in Los Angeles.

The buzz was on the streets and each station appearance proved it.
New consumers were consistently drawn to the stores for this promotion and time and time again they could be heard saying, “I can’t believe how great the selection is here!”

The Account Manager created, and constantly updates a dedicated blog/website to serve as a recap for the client including pictures, videos, screen shots, audio, etc. Site currently shows 3 different Best Buy Musical Instruments Store campaigns. CLICK HERE!
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The clients (both advertiser and agency) LOVE this site as an ongoing recap – all they ever have to do to gather information on a campaign or download anything for their records is click the link.