Twitter Support for Best Buy

CRISPIN PORTER + BOGUSKY Boulder

BEST BUY – TWELPFORCE

WHAT THEY DID

Put simply, #twelpforce is a twitter feed for the retail giant Best Buy. By encouraging their employees to sign up to twitter, they then post replies to queries and complaints from customers writing to this feed.

TWELP – technical help in tweet form.

http://bbyconnect.appspot.com/tips_and_expectations/

‘Best Buy is repositioning itself to help customers find answers about products. The company’s Facebook page has been redesigned to let users ask friends for product advice. The Twelpforce will also be recording Christmas carols that will be shared via short urls across social media.’ www.econsultancy.com’

HOW THEY DID IT

Using TV and digital ads featuring the “Twelpforce” clad in blue shirts looking ready for questioning,  Best Buy directed consumers to their Twitter page. Word of mouth and press subsequently took over.

From the New York Times – “Crispin Porter & Bogusky, the company’s ad agency, has turned this Twitter-based help desk into a metaphor for Best Buy’s main sales claim — that its staff is more knowledgeable about electronics than that of other chains.”

The initial campaign featuring the Twelpforce helped to exceed Best Buy’s laptop sales goals by 40%.

Since the launch, the Twelpforce site has become a valued tech savior for customers everywhere. More than 22,000 tweets have come in, and that number continues to grow every day. And so far, the Twelpforce has garnered more than 27,000 devoted followers.