The death of Steve Jobs would have prompted Best Buy to revise its strategy for the Super Bowl. The brand has decided to highlight inventors rather than celebrities in its series of advertisements this year. Best Buy has announced that it is betting heavily on this new approach, which would place it at the center of sales, between the end consumer and the creator of technologies.
“Well-known brands like to hire celebrities,” said Drew Panayiotou, head of Marketing at Best Buy. "At Best Buy, we think inventors are more than capable of matching celebrities," he said in an interview with Bloomberg. Best Buy’s new strategy would indeed be to highlight inventors during Super Bowl commercials, the most expensive period of the year in the advertising industry in the United States. A “very risky” bet for the chain of stores, which will base its communication on the fact that the company is placed at the center of bellies, between the end consumer and the creator of technologies. "The idea is that these people are inventing technologies, and we are inventing new ways to market them," he said.
The death of Steve Jobs would have played an important role in the adoption of this strategy, Best Buy having suddenly realized the popularity of the creator of Apple. However, the company does not intend to use its image, but rather those of emerging creators, such as one of the two creators of Instagram for example, Kevin Systrom. However, she recognizes that without Steve Jobs, she might not have thought about it …
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