Best Buy is getting a boost from a well-known yellow sponge for a charitable holiday campaign, dangling the chance for New Yorkers to win branded gift cards for solving clues to find SpongeBob SquarePants street teams.
The retailer is teaming up with Nickelodeon and Paramount Home Entertainment to kick off its holiday Toys for Teens drive with a one-day event in Manhattan on Saturday in which New Yorkers can search for SpongeBob SquarePants teams for a chance to win Best Buy gift cards.
New York City radio station Z100 will give out clues on air and online at z100.com Saturday between 10 a.m. and 12:30 p.m. to the locations of 100 SpongeBob team members at New York landmarks as part of the Search for SpongeBob event. Teams dressed in SpongeBob sweatshirts and holding SpongeBob plush toys will be spread throughout 20 New York City locations. Consumers who are among the first to find the SpongeBob team will win a Best Buy gift card. Best Buy is handing out $100 gift cards. One winner will receive a $500 Best Buy gift card.
The stunt is part of Best Buy’s effort to build awareness around the Toys for Teens campaign. The Toys for Teens drive is an off-shoot of the Marine’s well known Toys for Tots drive, which solicits toys for children ages 12 to 15. Best Buy is a sponsor of the toy drive. Consumers can donate to the Toys for Teens drive at Best Buy locations starting tomorrow through Dec. 31.
As part of the campaign, Best Buy is matching the value of all gift cards awarded Saturday to the Toys for Teens campaign ($3,000). In-store, Best Buy will distribute free plush toys to every customer who buys a Nickelodeon DVD starting tomorrow through Nov. 25. Best Buy Children’s Foundation also plans to donate $250,000 to the Marine Toys for Tots Foundation to use toward holiday gifts.
Radio spots and p.r. efforts support the Search for SpongeBob event. Mpressions P.R., Atlanta, handles p.r.