- Instant Win
Turning a major electronics retailer into a hometown hero
Best Buy was all set to celebrate 20 years in Chicago. But when competition started heating up around the Second City, Best Buy wanted a promotion for area residents only, to reinforce the brand’s position as the consumer electronics retailer in town.
Our promotion had to attract a broad local audience (women, suburban residents and general Chicago fans), but we also wanted to encourage entrants to become content creators. Our strategy was to motivate Chicagoans to share their passion for the city — and the brand — and leverage this collective enthusiasm to help us build the promotion.
The big idea
The Chicago All-Access Instant Win and Sweepstakes gave area consumers a chance to instantly win electronic goodies like HD TVs and digital camcorders, but also tapped into local pride by giving away truly once-in-a-lifetime Chicagoland prizes — exclusive, locally themed experiences specifically designed to excite the area faithful.
Local pride as a means of entry
To register, residents simply submitted a photo of themselves in a Chicagoland location, holding the Best Buy logo. These photos were added to a user-generated gallery that formed a collage of Chicago’s iconic skyline, which served as the site interface. The thousands of photos featured in the gallery also became inspiration for other entries.
Once in a lifetime chicagoland experiences
We gave away a new Chicago-themed prize each week, twenty-five in all, from VIP treatment at area sporting events, to private meet-and-greets with local celebrities. These events weren’t just prizes; they were weekly tributes to the city, and to Best Buy’s customers.
The “blue carpet” grand prize event
Finally, to give away the $10,000 Best Buy Gift Card grand prize, we threw an exclusive Blue Carpet Event at a famous Chicago landmark for our VIP prizewinners. And to cap the event, we gave one lucky guest the surprise of a lifetime — $10,000 toward an all-out electronics shopping spree.
Major metropolitan reaction
Participating Chicagoland residents engaged with the promotion an average four times, and added thousands of pictures to the gallery — with upload volume rivaling many national promotions. In addition to heavy Facebook sharing, the promotion also resulted in increased transactions, close rates and revenue at area Best Buy stores. The Chicago All-Access Instant Win and Sweepstakes even won a 2012 Silver Reggie Award for Best Local/Regional promotion with a budget under $500,000.