Capability: 
Market Communications
Axiom Tools: Event MarketingPR
Business Objective
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Regain relevance within the youth market where downloading is preferred to purchasing music in-store
Strategy
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Drive consumers to retail outlets with a Q4 “Bad Gift Boycott” marketing event
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Provide gift cards in exchange for youth market returns of their worst gifts
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Create online contest for consumers to submit their “worst gift ever” to be included in a national “bad gift list”
Results
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6% increase of in-store sales nationwide
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Over 998 bad gifts shipped back to Santa by way of local charities
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400+ network, regional TV and radio news stories
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1,000 newspaper articles and 300,000+ visits to SamGoody.com
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Over 998 bad gifts shipped back to Santa by way of local charities
