Twelpforce - Best Buy Blue Shirts Twitter case study

The back-to-school season is a nutty time for any retailer. But especially for Best Buy. Because people are looking for complicated items like computers, and they need a little education on what’s right for them. Problem is, Best Buy can’t help those who don’t walk through their doors. To extend the knowledge of their expert Geeks and Blue Shirts beyond their walls and into the digital space, Best Buy created the Twelpforce. A digitized army of Best Buy employees available 24/7 on Twitter. And not to push products — but to provide twelp. A new term for technical help in tweet form. Anyone with a question could shoot a tweet to @twelpforce, at any time. And over 2000 expert Blue Shirts would race to give the fastest, bestest answers. Plus, the collective power of Twelpforce would scan the twitter-world for tech-issue tweets and quickly lend a hand, without anyone asking.
Give some idea of how successful this campaign/entry was with both client and consumer:
The initial campaign featuring the Twelpforce helped to exceed Best Buy’s laptop sales goals by 40%. Proving that Best Buy was still the go-to place for back-to-school tools. And since the launch, the Twelpforce site has become a valued tech savior for customers everywhere. More than 22,000 tweets have come in, and that number continues to grow every day. And so far, the Twelpforce has garnered more than 24,000 devoted followers.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
In the beginning, television spots brought the service to life. And showed just how great it was to have an expert army of Blue Shirts ready to answer any questions. Then, banner ads and in-store messaging reminded customers that Best Buy was there for them – even if they weren’t actually in a store.

Andrew Keller / Rob Reilly / Jeff Benjamin -Chief Creative Officers
Evan Fry -Creative Director
DJ Pierce, Justin Ebert -Associate Creative Director
Jeff Benjamin -Inteactive Executive Creative Director
Justin Ebert, David Littlejohn, Tom Pettus -Copywriter
DJ Pierce, David Brown -Art Director
Kat Street / David Gonsalves -Interactive Art Director
Matt Walsh -Experience Director
Tiffany Yang -Experience Designer
Daisy Chavoshi, Christian Behrendt, Slava Morshch, Leif Abraham -Interactive Designers
Greta Ackerman -Graphic Designer
Pam Scheideler, Paul Gunnarson -Executive Integrated Producer
Brenda Fogg -Integrated Producer
Robert Hannau, Peter Nolan -Senior Art Producers
Henry-Alex Rubin Smuggler Productions Director
Lisa Rich Smuggler Productions Executive Producer
Drew Santarsiero Smuggler Productions Line Producer
Marcelo Durst Smuggler Productions Director of Photography
Lucas Spaulding Spot Welders Editor
Dan Pritikin Mutato Muzika Executive Integrated Music Producer
Interactive Media Supervisor Kylee Decker

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