For Best Buy, Buyback Program was a Costly Dud
What was supposed to be an act of inspiration — a Super Bowl ad featuring pop music star Justin Bieber and rock veteran Ozzy Osbourne — turned into a vehicle of desperation for Best Buy.
The 30-second segment, purchased for the 2011 Super Bowl, would serve as a splashy debut for Best Buy’s “Guaranteed Buyback” program, an incentive plan for consumers to upgrade their electronics. But Best Buy was behind schedule with its software, and the big game was fast approaching. So the world’s largest consumer electronics retailer sought help from a small