Using Guerrilla Tactics to Launch Geek Squad Nationwide with Best Buy

While reinventing “geek” as “cool,” a public-relations -only campaign differentiates Best Buy’s Geek Squad as the only truly national 24-hour rapid-response technical support service in the U.S.

With the directive to help consumers “discover” the brand, in 2004, the electronics retailer Best Buy hired Ketchum to launch Geek Squad – the company's newly acquired technical support service – in a series of 9 waves, covering 45 local markets across the country over a period of 15 weeks. In a challenging or perhaps opportunistic twist, no advertising or promotional support was provided.

Ketchum infiltrated the 45 launch markets by offering media exclusives to select outlets, activating guerrilla-marketing events and engaging local and national influencers to drive trial and generate buzz. To ensure consistent messaging and build unity within the ranks of newly deputized Geek Squad Agents, Ketchum conducted 52 half-day training sessions in 38 cities for 340 local agents and a mass training for 120 additional agents at corporate headquarters.

Some of the more innovative marketing tactics included an “In Case of Technical Catastrophe, Break Glass” box containing a live agent working on a laptop; “Geek-mobile Swarms,” consisting of 8 to 12 of Geek Squad's signature Geekmobiles; and an L.A. Geek Squad party attended by some of Hollywood's most desirable “geeks.”

Geek Squad news stories – including features in The Wall Street Journal, The Washington Post, and Us Weekly – reached more than 30 million consumers. Scheduled in-home Geek Squad service visits exceeded projections by 73% and awareness of Geek Squad rose to 11% with 78% of those aware able to play back one or more service benefits.