Overview

Best Buy is a leading provider of consumer electronics. Like many retailers, their marketing effort is driven by highly focused, comprehensive retail events which highlight product categories with promotions to generate immediate sales.

Challenge

When Best Buy began development of a retail event to increase sales of portable electronics, including DVD players, digital cameras and laptop computers, they asked Gage to create a plan to reach the young, tech-savvy consumer segment.

Solution

Gage developed the “Go Mobile” promotion, which combined in-store, offline and online channels to create immediate interest and action.  A key component of the program was a decoder game piece, that was distributed in stores and led consumers to a promotional microsite to see if they had won an all-expenses-paid trip to see Sheryl Crow in concert or other prizes.  In-store displays, a Sunday newspaper supplement, and a retail sales associate incentive all played a role.

Results

In just three weeks, the promotion generated double-digit sales increases at participating stores.  Best Buy online sales also increased and over 1.5 million hits were recorded on the promotional website.