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Ketchum and Best Buy’s Geek Squad build an award-winning campaign aimed at die-hard Star Wars fans and capitalize on the media frenzy surrounding the prequel Star Wars: Episode III - Revenge of the Sith.
Challenge
Ketchum’s Brand Marketing Practice was tasked with building buzz for the Geek Squad and raising awareness around the services that the 24-hour computer support task force provides. Ketchum had to find a way to reach Best Buy’s target consumer – high-income power couples aged 35 to 54 with children, and heavy Internet users with a focus on tech-savvy males aged 26 to 35.
Solution
The target audience perfectly matched the Star Wars fan base – a demographic well known for its loyalty and willingness to spend hours, even days, in line to see each film’s premiere. Ketchum capitalized on an anticipated high work absentee rate – expected to be in the millions – on the opening day of Star Wars: Episode III - Revenge of the Sith.
Coining a new ailment, “prequel-itis,” Ketchum created survival tools for rabid fans by way of an integrated viral and Internet campaign that included a downloadable “excuse note,” “absentee kits” and eBay auctions for “replacement IT support” for employers with missing staff. The campaign kicked off at the official Star Wars convention and culminated at the film’s New York City premiere with a Death Star-themed docking bay providing eight days of free Wi-Fi Internet access, keeping fans connected to their lives while waiting in line to see the movie.
Results
In all, the program generated 184 print, broadcast, radio, and Internet placements around the country, reaching an estimated audience of more than 35 million and earning Ketchum and the Geek Squad a 2006 PRSA New York Big Apple Award, SABRE Silver Award and PRWeek Award for the clever campaign.
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