case histories
Books-A-Million prepared to launch its new and improved online home – months after competitors Barnes & Noble and Borders had done the same – the retailer wanted to launch campaign that would strengthen the brand by making online shoppers aware of just how many book titles and genres are available through booksamillion.com. Big opted to introduce multiple shopping categories and web 2.0 applications in ways that are engaging and unexpected.
For the initial campaign, Big personified the different online categories, sci-fi, magazines, business, etc. The campaign was able to live both online and in-store encouraging walk-in customers to find more of what they love online.
Our online solution was to drive consumers to a microsite that would entertain with a sharable video. Fun air fresheners distributed in stores send consumers to a site where they find a Youtube-worthy video featuring an office worker at his cubicle.
Video also played a strong role on the booksamillion.com homepage, promoting the idea of ‘more’ everything in a visually compelling way that spoke to multiple audiences.
Grassroots in-store promotions also included an air freshner, driving customers to the microsite. They played off the humor of ‘that new site smell’ and achieved the memorable unexpected affect the client was going for.
