Forming Fond Memories with Product Stories
By encouraging customers to share their "best memories" involving Best Buy products, the retailer crowdsourced thousands of authentic, emotional testimonials while boosting positive awareness for their brand.
GOAL: Unite Best Buy’s Customer Community
Best Buy wanted to reinvigorate the brand post-consolidation by showing what it feels like to be a Best Buy customer. Veering from their usual comedic style, Best Buy was looking for a way to inspire customers to share heartfelt experiences online. Not only would this boost brand awareness, but it would also evoke emotion and foster brand loyalty by reinforcing personal relationships their customers have with the brand and the products they provide.
SOLUTION: Curate Authentic Brand Memories
Incentivized with a shopping spree, Best Buy customers flooded to their custom microsite to upload their most previous Best Buy memories. The more memories fans submitted, the bigger the prize became. Not only could customers participate on the website, they could also submit right through their favourite social network. Best Buy collected over 5000 authentic memories of customer weddings, births, graduations and other special occasions - reaching over a million potential customers through organic fan stories.
BONUS POINTS: Surprise + Delight Top Customers
Wowed by the emotional quality of the memory submissions, Best Buy surprised the fans that really made an impression on their team with gift packages. For example, one lucky little boy received a Star Wars prize pack for his adorable "First Time Watching Star Wars" entry. Fans took notice and Best Buy received tons of positive engagement in response.
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