Best Buy Launches Guitar Hero III with Midnight VIP Parties
For its Guitar Hero III Launch, Best Buy was thinking big. From a charity component and midnight openings to a VIP party—it was on. The festivities were kicked off with midnight openings at stores across the country, giving consumers a chance to play the game on custom kiosks prior to release. The midnight opening at the Los Angeles store sent consumers home with special prizes including a chance to watch celebrity arrivals at the VIP party.
Consumers could win prizes via radio promotions by participating in contests including Guitar Hero Trivia, Guitar Hero Competitions and Dress Like your Favorite Rock Star (in time for Halloween). At the VIP party—held on the rooftop of the West L.A. store—50 gaming kiosks were available for demos with 100 guitars on site, which gave guests a chance to compete throughout the night. Adding to the authenticity of the game, different stages were set up to mirror scenes from the game with iconic rock themes.
For networking, an exclusive sound check event was open to Activision, Best Buy and Gibson Guitar executives. Select Best Buy employees also attended the VIP party with a special meet and greet with Poison.
More than 1,500 VIP guests attended the event, including more than 100 celebrities. The event was covered in local and national media totaling 100 million impressions. Radio promotions resulted in eight-to-one ROI. The launch was a success with the largest pre-sale and week one sales of any Activision/Best Buy product.