Stick Figure Promotes Best Buy

NEW YORK — A stick figure re-enacts memorable movie moments in a new online campaign that breaks Wednesday for Best Buy.

In one ad, the stick figure becomes Janet Leigh a la the shower scene in “Psycho” and then, is transformed into Marilyn Monroe as its dress is blown skyward by a passing subway train reminiscent of “The Seven Year Itch.” Other movies showcased include “Harry Potter and the Sorcerer’s Stone” and “American Beauty.” The message reads, “All the movies you know and love. All the stuff you need to watch them.”

The campaign, which will run until June 26 on sites like NYTimes.com, Disney.com, Weather.com and About.com, aims to drive traffic to Best Buy’s retail stores and Web site, said a company representative. Secondarily, the effort looks to position the Minneapolis-based consumer-electronics retailer as a source for movies.

“Our new branding campaign is designed to communicate that Best Buy is a fun place to shop and has the products customers need to make life more enjoyable,” said Mary Miller, vice president, Enterprise Consumer Marketing for Best Buy.

The online push uses the same tagline, “Turn on the Fun,” as Best Buy’s offline advertising, which is handled by the retailer’s in-house agency, Best Buy Advertising. Avenue A in Seattle, Best Buy’s online media agency of two years, is managing media strategy, planning, buying, tracking, analysis and optimization for the campaign. Digitas in Boston, which won digital and direct duties for Best Buy in April 2001, developed the online creative.

Best Buy’s first “Turn on the Fun” Web campaign, which ran from November 2001 to February, showed the stick figure having fun with technology. This time around, the client is testing rich media, including Eyeblaster, Flash and traditional jump pages.