As the NFL season kicks off, the Kansas City Chiefs are set to host the Baltimore Ravens, and Best Buy is teaming up with NBCUniversal to enhance the game day experience through an innovative advertising campaign.
This collaboration features Gram, the new holographic spokesperson for Best Buy, who will appear in two unique ad spots during NBC’s broadcast. In the first commercial, NBC Sports host Mike Tirico is seen in his broadcast booth when Gram unexpectedly appears at his desk. Tirico’s reaction is one of surprise as he asks how Gram got there. The hologram then explains his existence and offers assistance via the Best Buy app. When Tirico requests a “pick-me-up,” Gram humorously suggests an espresso maker, leading to a comedic moment involving a hair dryer.
In another ad, Maria Taylor and Chris Simms are taken aback when Gram interrupts their segment, confidently requesting to take over. As they look on in bemusement, Gram showcases various Best Buy products such as a portable speaker and an air fryer.
Throughout September, Best Buy plans to highlight its extensive range of tech products designed to enhance the football viewing experience, featuring items like pizza ovens and large-screen TVs.
The partnership not only includes strategic ad placements on NBC and Peacock but also involves collaboration between Best Buy’s marketing team and NBCUniversal’s Marketing and Brand Partnerships division. Football fans can expect to see Gram alongside Tirico as well as in segments with hosts Maria Taylor and Chris Simms on NBC Sports’ Football Night in America.
Jennie Weber, Best Buy’s chief marketing officer, expressed enthusiasm about the campaign, stating that the right technology is crucial for an enjoyable game day experience.
The ads will air throughout the NFL season across various platforms including NBC, Peacock, social media, and digital channels.
Peter Lazarus, executive vice-president of advertising & partnerships at NBC Sports, emphasized the importance of premium content and innovative collaborations, expressing excitement about working with Best Buy to develop engaging stories for sports audiences.