Trading in Justin Bieber and Ozzy Osbourne for tech stars Kevin Systrom who co-founded Instagram and Philippe Kahn who created one of the first camera phones, Best Buy is eschewing celebrity for Silicon Valley. Best Buy Marketing Director Drew Panayiotou said the brand wanted to focus on tech stars which align more closely with the brand’s knowledge of all things gadget.
Of the change in direction, Panayiotou told Ad Age, “Big brands like to hire celebrities. We looked at everyone from George Clooney to Stephen Colbert. We believe the inventors are more than enough. I give those 125 million viewers a lot of credit. I think they’ll appreciate the story.”
