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Best Buy
Creating an Entertainment Program for Best Buy and Usher
When
Best Buy came to the MS&L Entertainment team with the challenge of
breaking through the holiday clutter of offers made by electronic
retailers, the team stepped up to the challenge and blew out the entire
program. With a proprietary DVD from Usher’s Truth Tour, MS&L was
tasked with creating an event that would attract celebrities and garner
high-profile media results. The team used their expertise to maximize
exposure for the brand by creating a surprise birthday party for Usher
as the kick-off event. By convincing his celebrity friends that it was
an event that could not be missed, the result was a star-studded launch
party in which Paris Hilton crooned Happy Birthday to Usher and an
event that was picked up by the media globally. With over 40
entertainment media outlets that lined the red carpet, Usher and Best
Buy broke through the holiday clutter for an unbelievable event that
garnered over 230 million media impressions, with Best Buy’s key
message delivered in 76% of the stories. Coverage included: Extra, ET
on MTV, BET, Ellen, GMA, Regis and Kelly, Conan O’Brien, Entertainment
Weekly, Billboard, Parade, USA Today, AOL, teenpeople.com and MTV.com.