Best Buy Realigns Media Mix with Super Bowl TV Investment

Geoffrey Precourt

This piece looks at the decision by US electronics retailer Best Buy to boost investment in television advertising by taking a spot during the Super Bowl in 2010.

Best Buy Realigns Media Mix with Super Bowl TV Investment

Geoffrey Precourt Warc

"Retailers don't do Super Bowl ads," according to Barry Judge, evp/cmo of Best Buy, America's largest consumer-electronics retailer.

But, come Super Sunday, there was the unlikely pairing of Ozzy Osbourne and Justin Bieber – outfitted in futuristic astronaut uniforms – chaotically recording the march of technology and touting a Best Buy initiative that allows consumers to exchange merchandise to keep abreast of technology.

What happened to the marketer that had taken home the Titanium Grand Prix at Cannes for the best use of social media?

"While...

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