Best Buy Teams Up With… Bieber

In a tactical bid to portray itself as a young and hip technology retailer, Best Buy has recruited the services of the singer, Justin Bieber. After being snubbed last week by Nintendo, the young harbinger of death pop idol seemed unfazed by the rejection.

Instead, he was quickly picked up by the US electronics retailer, Best Buy in a new marketing campaign aimed at changing the company’s image. In doing so, Best Buy hopes to change consumers’ viewpoint from it being the store that sells TV’s to a company focused on mobile internet technology.

The new initiative would feature Mr. Bieber in Best Buy’s very first 30 second SuperBowl commercial; and given how big the event is, would garner an enormous amount of attention to the brand:

“Justin Bieber is the biggest star out there, but that’s not why he’s in the spot,” says marketing chief Drew Panayiotou. “He symbolically represents something important to the brand message.”

Yes, but is that really the kind of attention Best Buy wants? Unless their main focus is to recruit as many crying little girls to their store as possible, the direction seems almost counter productive:

“If Best Buy wants to be known for its IT services, it’s hard for me to see how Justin Bieber is a match,” brand guru Martin Lindstrom says. “It’s one of the most awkward relationships I’ve heard of in a long time.”

Meanwhile, the rest of us will simply ridcule the ad and purchase our electronics from superior outlets.

USA Today