Best Buy
360 Campaign, Social, Experiential, Store Experience
The “Imagine more. Play harder.” campaign connects tech, sports, and gaming to celebrate the excitement of competition and innovation. Bridging the digital and physical worlds through interactive social experiences, Best Buy is repositioned as the place for high-performance gear while leveraging tech confidence among fathers. The energy of sports merges with the vibrance of gaming culture, creating a visual world where athleticism meets digital innovation, a striking fusion of competition, creativity, and imagination.
Key Research Takeaways
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The tech market is rapidly growing, and consumers are expecting more AR/VR content when it comes to brands, in-store experiences, and immersive experiences.
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Brand loyalty is a large part of the tech market with 75% of consumers sticking with the same brands and 70% just upgrading the model of tech devices they already own.
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Out of a sample of gamers who play sports related games 46% play daily while 76% play weekly. Additionally, 79% of sports gamers prefer video games reflect the real sport play that takes place in games. Furthermore, 76% prefer the games they play reflect real games and players they see when they watch sports.
Best Buy
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Social Media
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In-Store Experience
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Out-of-Home Experience
Concept
Connecting tech, sports, and gaming to celebrate the excitement of competition and innovation, the Best Buy “Imagine more. Play harder.” campaign bridges the digital and physical worlds through interactive social experiences, leveraging tech confidence among Millennial fathers. The energy of sports merges with the vibrance of gaming culture, creating a visual world where athleticism meets digital innovation, a striking fusion of competition, creativity, and imagination.
Design Principles
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Utilize the imagery of sports to increase the energy in visuals
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Remain true to Best Buy’s most current branding with the updated gradients
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Showcase the different experiences that can happen by merging sports and technology
The Social Media Ads
The In-Store Experience
The Campus Experience
The Stadium Ads
The Stadium Experience
The Microsite
The Case Study Video
Campaign Elements
Featuring the Best Buy gradients and colors, the campaign utilizes the brand assets in a new and innovative way that allows for the energy of sports and sports fans to connect with the brand in a new way. The addition of Gram, the new spokesperson, allows the target audience to connect with a person rather than just imagery of tech.
Energetic. Innovative. Exciting.
The campaign showcases the connection between sports and technology in a new way to connect with a new demographic. The designs remain high energy and merges athleticism with digital worlds.