The Objective:
To promote the release of Playstation 3 at West Hollywood Best Buy

The Strategy:
Playstation 3 Release Party

The parking lot adjacent to Best Buy in West Hollywood was completely revamped into a playground for party guests. Cars were on display from various sports teams and celebrities with Xzibit hosting the "Pimp My Ride" game. LA Lakers cheerleaders and a basketball court were built to showcase the latest NBA game. Stan Lee, creator of Spider-Man, signed autographs while surrounded by Playstation 3 brand ambassadors. Tony Hawk's "Project 8" was celebrated by bringing in skating and BMX ramps where hourly performances took place. Camp Freddy performed to the delight of many. Band guests included: Slash, Duff McKagan and Matt Sorum (Guns N' Roses), Dave Navarro (Red Hot Chili Peppers, Jane's Addiction), and Steve Jones (Sex Pistols).

The Success:
The store opened at midnight to people who had been waiting in line for days for the release of Playstation 3. All units were sold out. Tony Hawk helped sell the first unit. Best Buy once again proved to be on the cutting edge of entertainment, gaming and music.