As teens gear up to return to school, Best Buy is taking a different approach with its summer marketing. This year, the retailer is promoting its teen tech centers, a six-year-old network of tech resources for youths in underserved communities. The awareness campaign will run alongside Best Buy’s more traditional back-to-school push, which will feature blue-shirted employees talking technology to kids.
“This is about telling stories and it’s not as much a Best Buy story—it’s a story about these kids who have been a part of our teen tech centers,” says Whit Alexander, chief marketing officer of the Minneapolis-based brand.
The new effort includes three digital videos that were created by teens and Best Buy’s own creative team. While the retailer will have 21 tech centers open by the end of September, it expects to have 60 by the end of 2020. The centers are run through the Best Buy Foundation and with nonprofit partners.