SOCIAL
Best Buy's spokeshologram, Gram, popped up without much of a backstory.
So, where did he come from?
We answer that on X (twitter), with @therealgram responding to a tweet from the official Best Buy page.
Gram's account is used to give more personality to the character, and involve him in pop culture.
Best Buy will be seen around the Fortnite map and in the item shop…
…with Gram skins, Geek Squad wraps, a tag glider, back bling, a Best Buy store, and more.
Since Gram lives in the digital space, we decided to bring him and Best Buy into the Fortnite Universe.
With static and kinetic OOH, we bring Gram out
into the world.
Digital OOH gives us a live look-in at Gram glitching between is favorite
Best Buy setups.
Static OOH shows gram making the best out of his space, whether that's napping or cooking up.
Fortnite players can link their Best Buy account to unlock the Gram items, or purchase them in the shop.
Players with the skin will be eligible to join the Best Buy x Fortnite Battle Royale for chances to win in-store credit.
The Tech Tag Takedown is a nationwide scavenger hunt to help drive in-store traffic.
Each day, a single, small yellow tag will be hidden throughout the sales floor. Shoppers who find the tag redeem the tag for a prize valued under $100.
The Best Buy Airport Lounge will be placed in major airports across the U.S., providing air travelers with the chance to relax, try out, and purchase products.
The Lounge is free for everyone with a Best Buy account, no payment or special credit card required.
Social reels show Gram trying out different setups,
setups consumers can come test in store.
Other reels and posts promote Best Buy collaborations and events.
Best Buy x Fortnite
Tech Tag Takedown
Best Buy Airport Lounge
BEST BUY X FORTNITE
IRL ACTIVATIONS
OOH
Experience Possibility.
MY ROLE :
Concept, Art Direction, Copywriting, Editing
RECOGNITION :
2026 Addy *Nomination*
2026 Young Ones *Entry*
CREDITS :
Juliet Daniel, Abby Savage,
MK Wright, Evie Holland
BEST BUY
Experience Possibility.
Best Buy used to be a place where technology came to life. Nowadays, consumers are extremely read up on what they're buying, and most people purchase their tech online.
Using gamification, social media, and experiential advertising, we position Best Buy as the place where you can feel what's right for you.