Tagged "Find 'em first," the music and electronics retailer's $2.5 million effort includes TV, print and in-store advertising. Developed in-house, ads present Best Buy as a "helping hand" for new artists seeking to attract an audience.
"We decided it was important for us to identify important new talent to the consumer," said Gary Arnold, senior VP-merchandising. "Music is an important part of our business. So we decided to establish a path between artist and consumer."
The initial ads highlight eight artists representing diverse music styles. These artists and their music will be showcased in the 30-second TV spots that briefly mention their names.
As "teasers," Mr. Arnold said, the spots will pique consumers' interest in the artists. Print ads with a question-and-answer format and in-store displays give additional information about them.
"Consumers can't digest all the new music that comes into the marketplace," Mr. Arnold said. "We hope the campaign gives Best Buy credibility so that when