The Objective:
To promote the release of Guitar Hero III at Best Buy

The Strategy:
Best Buy Guitar Hero III

Release Party For the launch of Guitar Hero III, Best Buy used a unique location space – the rooftop at their West Los Angeles store. The rooftop was converted into a nighttime landscape filled with scenes and life-size characters from the game. More than forty game kiosks in three formats were scattered among three lounges, and movie studio domes were decorated with their latest releases. Over 1,500 guests were treated to DJ Joel Madden and an hour long performance from Poison, while Slash did a meet and greet with several fans.

The Success:
When Guitar Hero III went on sale at midnight, the store sold out of the product. Best Buy has a leg up on their competition and was able to impress their core consumers - gamers, music fans, media and movie aficionados all showed up to take part in the festivities!