'Ask Dr. Ashley' Social Media Campaign

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Created: 07/13/12
Last Edited: 03/30/14
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Description
PROJECT DATE: 2010
AGENCY: Razorfish
Dell Streak Integrated Social Campaign: We used a comedic improv actor to portray a quirky, witty therapist who analyzes consumers and the relationship they have with their mobile devices. He interacted with them through videos in Best Buy Stores and social channels, asking questions and delivering advice, weaving in the features and benefits of the Streak. Think: Will Ferrell skit meets “Subservient Chicken.” All touchpoints featured our therapist who was entertaining enough to be viral and product focused enough to drive sales, focusing on the Streak’s features and benefits.
  • Meet Dr. Ashley
    Mobile Relationship Therapist

  • Phase 1
    BLACK FRIDAY WEEKEND — Best Buy In-store Takeover
    For the kick-off of this social campaign, we produced a series of videos that ran on the big screen display monitors in the mobility department at Best Buy stores in order to influence customer decision-making in the crucial “last three feet.” The videos featured our therapist who interacted with Best Buy shoppers by asking them questions, referencing other shoppers, Best Buy employees and their surroundings.
  • TACTIC — Create purchase intent in Best Buy and social spaces
    The call to action on Facebook and Twitter would drive people into Best Buy. For example, on Twitter he might say “Tweet me for world-class treatment and a prescription for a free GPS car cradle kit.”
  • Phase 2
    HOLIDAY SEASON — Real-time Social Channel Interaction 
    Dr. Ashley used his twitter and YouTube accounts to illicit consumer interaction as well as to respond to consumer inquiries. Initially he just respond in text only, but in December he also responded to selected tweets via customized video addressing specific consumer questions or statements. SEE ALL VIDEO at YouTube
  • THAT'S A WRAP — Hope you enjoyed

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