BEST BUY LAUNCHES INTERACTIVE MOVIE CAMPAIGN

Rich Media Characters Act Out Famous Scenes

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NEW YORK (AdAge.com) -- Best Buy Co. on Tuesday launched an interactive brand campaign targeting movie enthusiasts.

The effort, created by Avenue A, Seattle,

Best Buy's campaign used animated stick figures acting out famous movie scenes.
See sample ad.
and Digitas, Boston, features Best Buy's stick-figure mascot "re-enacting" scenes from movies such as from Psycho, The Seven Year Itch and Harry Potter and the Sorcerer's Stone.

The campaign promotes Best Buy's extensive line of DVD home movies which are also sold online through BestBuy.com.

Rich media
The online push uses rich media formats including Eyeblaster and ties into Best Buy's existing "Turn on the Fun" effort.

Avenue A, which handled media buying and planning and will track campaign performance, has also developed surveys to test consumers' reactions to the rich media.

The campaign runs on the Web site for The New York Times, NYTimes.com, and Walt Disney Co.'s Disney.com, among other sites through June 26. Spending was not disclosed.

Opening first Manhattan store
Meanwhile, in a more bricks-and-mortar effort, the consumer electronics retailer, which

One ad features the Statue of Liberty's torch executed in electronic components.
is set to open its first store in Manhattan on June 14, kicks off a massive outdoor, TV and print campaign to herald the occasion.

Best Buy's in-house agency, Best Buy Advertising, handles the chain's advertising. The retailer has allocated media time from its current campaign, running on national network and cable TV, to local market TV to promote the store opening.

Additionally, there will be signs at subway entrances and in subway cars. A truck outfitted with the latest technology will sit in a public park not far from the store's Chelsea neighborhood location. In-store promotions, street marketing and guest appearances are also planned. Billboards and wallscapes, featuring the brand's iconic yellow color, show images of New York landmarks such as the Statue of Liberty, Brooklyn Bridge and Empire State Building made up entirely of tech products.

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