It looks like Best Buy has figured out a way to remain top-of-mind. Thanks to Ottawa-based agency Fuel Industries, the Minnesota-based electronics retail giant has been able to land its logo right on its targets’ desktops with branded games that become the computer’s wallpaper when downloaded. Golf launched in September, while Invasion debuted this month. The branding is subtle, consisting of just a small Best Buy logo in the top corner. The emphasis is on the free content: a golf game to appeal to older, executive types, and Invasion, an arcade-style game aimed at younger males.
‘Our intent was not to have Best Buy shoved down everybody’s throat,’ explains Todd Dexter, Best Buy’s assistant creative director of hub image advertising. ‘It’s about speaking to different segments differently.’
Fuel came up with the idea after consistently hearing clients wonder how to reach their targets in unique ways. ‘Typically, if you’re not online, marketers can’t reach you,’ says Fuel’s creative marketing strategist Sean MacPhedran. ‘So we thought: how can we create content that’s outside the browser? [Clients] are trying to provide smart entertainment.’ Best Buy is promoting the desktop games with online and print efforts, including ads in magazines Maxim, Blender, Forbesand Men’s Health. Fuel is currently shopping the feature to Canadian brands though nothing has been inked yet.
