Mio Technology Turns Black Friday Orange
Like Thanksgiving, Black Friday is an occasion particular to the US. On Thanksgiving Thursday, Americans gather with friends and family to eat, celebrate and reflect. The next day, Black Friday, millions of Americans gather in the dawn hours in the parking lots of big box retailers and shopping malls to jump start their Christmas shopping and snag great deals. Like the famished Pilgrims of yore, today's Black Friday deal hunters endure hunger and cold while waiting for stores to open.
On Black Friday in 2006, customers jumped on deals for various Mio Technology devices and significantly boosted the company's sales—and so Mio, one of the leading players in the mobile GPS industry, saw a great opportunity in 2007 to leverage this unique moment when consumers are a captive (not too mention cold) audience. Jack Morton Worldwide was brought in to create experiences for early-bird customers at more than 35 Circuit City locations nationwide—and the stores ended up selling nearly twice as many Mio GPS devices as in 2006 because of the brand's show of appreciation.
Mio Technology's hospitality events began with brand ambassadors offering food, hot beverages, brand-orange winter caps and swag bags to customers lined-up and ready for stores to open. Customers started visibly cheering up but stayed true to their purpose by remaining in line. Their willpower gave way, however, after ambassadors next handed out devices and rebate coupons during product demos.
Almost 800 customers at Circuit City stores in Wayne, NJ, and San Jose, CA, were treated to live music, group games, magicians and photo-opps with costumed Mio Technology staff dressed up as "great explorers from history," reenacting such moments as Washington crossing the Delaware, in accordance with the company's theme, "Explore More." With all wearing either branded hats or swag bags, Mio Technology had effectively turned Black Friday "orange"—the company's hallmark color.
(To view the photos visit www.mioexplorer.com)
Stephanie Lutz of Jack Morton said, "People were genuinely appreciative that Mio went the extra mile to remember them, and the cooperation from Circuit City was excellent." Customers showed appreciation with smiles and their wallets. Within hours of opening, Circuit City stores across the country sold out of the Mio DigiWalker C220, C230 and C520.
Despite stiff competition in the category, Mio's GPS devices were among the most popular choices for holiday shoppers—an achievement certainly fueled because Mio Technology's Black Friday hospitality experiences stood out in minds of customers.
JACK360° ©2008, Jack Morton Worldwide
For further information about JACK360°: 360@jackmorton.com