Best Buy: American Electronics Retailer Taps into Twitter to Drive Customer Service

Geoffrey Precourt

This report from the 2010 4A's Jay Chiat Strategy Festival in Miami covers the presentation of Crispin Porter + Bogusky's Sara Britol.

Best Buy: American Electronics Retailer Taps into Twitter to Drive Customer Service

Geoffrey PrecourtWarc

It was all very simple. The client wanted a back-to-school TV spot. Instead, the agency planning team came back with a recommendation for a Twitter consumer-engagement program that would all but redefine customer service in a digital age.

"Every brief - no matter how small - is an opportunity to hit it out of the park," Sara Brito, Crispin Porter + Bogusky's group director for cultural and business insights, told the 2010 4A's Jay Chiat Strategy Festival. "You never know where nuggets of insight...

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