Bad Gift Boycott

Challenge

 

Regain relevance within the youth market where downloading is preferred to purchasing music in-store

 

Strategy

 

• Drive consumers to stores with the "Bad Gift Boycott" marketing event

• Provide gift cards in exchange for youth market returns of their worst gifts

• Create online contest for consumers to submit their "worst gift ever" to be included in a national "bad gift" list

 

Results

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• 400+ network, regional TV and radio news stories

• 1,000 newspaper articles and 300,000+ visits to Sam Goody.com

• 6% increase of in-store sales

• Over 998 bad gifts shipped back to Santa by way of local charities

 

 Awards

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• 2005 Gold Quill Award

• 2005 Platinum PRNews Award - Media Event

• 2004 Honorable Mention PRNews - Event Marketing