Best Buy: EBIKES

Credits & Description:

Category: Best Use of Social Media Marketing
Advertiser: BEST BUY
Product/Service: ELECTRIC BIKES
Agency: BARRIE D'ROZARIO MURPHY
Date of First Appearance: Aug 15 2009 12:00AM
Entrant Company: BARRIE D'ROZARIO MURPHY, Minneapolis, USA
Executive Creative Director: Stuart D'Rozario (Barrie D'Rozario Murphy)
Executive Creative Director: Bob Barrie (Barrie D'Rozario Murphy)
Copywriter: Phil Calvit (Barrie D'Rozario Murphy)
Art Director: James Zucco (Barrie D'Rozario Murphy)
Producer: Jack Steinmann (Barrie D'Rozario Murphy)
Account Supervisor: Christine Dennis (Barrie D'Rozario Murphy)
Media placement: Social Media - Social Media: Twitter, Facebook,flickr - 15/08/2009
Results and Effectiveness
Teams posted daily footage and updates to their personal social pages, generating nearly 75 messages, reaching 3,964 Facebook and Twitter users with an average 6x frequency, 23% response rate and 23,800 total impressions.Corporate: Integrate corporate employee vehicles into campaign timing in order to extend impressions and Best Buy internal engagement.Internal Media Assets: Utilise Best Buy channels, such as Social Media and .com, to drive awareness and engagement of the campaign. 951,000 impressionsSocial Media:8x average frequency of posts24% response rate69,400 impressionsTotal Impressions: 3,278,400
Creative Execution
We used Buzz gangs that rode the street of San Francisco and Portland while simultaneously updating on Twitter and Facebook. We also had large yellow trucks and banners set up at events around town that urged people to take the bikes for a test run.
Insights, Strategy & the Idea
Best Buy recently began selling electric bikes in two test markets. To promote this new mode of transportation, we created an E-bike gang that rode through the streets of San Francisco and Portland to get the word out. We recruited people who were very active with social media and gave them flip cameras to film the proceedings. In effect the people became the media. The gang handed out flyers and let interested people take “test zips” on the bikes.