Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Live commercials have not been in vogue since the early 1960s, but the novelty still appealed to WBZ-TV and Best Buy Co., the Minneapolis retailer that last week launched its first stores in New England.
The CBS-owned station in Boston, through its client marketing group, planned to air at least nine live commercials between 10 a.m. and 6 p.m. last Friday. Ads promote Best Buy’s grand opening at the Shoppers World mall in Framingham, Mass.
The 45- and 60-second spots were set to be hosted by former talk show host Eileen Prose, who would interview shoppers and store staff, said Pat Kreger, business development manager of the client marketing group.
Kreger declined to disclose the budget, and the client could not be reached for comment.
The idea has merit, especially for retail clients, said Phil Balboni, president and general manager of New England Cable News.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in