Newegg Campaign : Newegg

Newegg.com is the second-largest online retailer in the U.S. and until recently, a well-kept secret. While the brand has enjoyed a healthy business for years, it was time to expand beyond the tech "geeks" who were their core consumers to less tech-savvy consumers. We knew that the in-depth user reviews and ratings the tech geeks expertly provided coupled with the camaraderie they inspired would attract new consumers. We wanted to make our geeks Newegg.com brand ambassadors, touting smart purchases and the lowest prices. And in the process, we'd make them famous! Our "Take it from a Geek" TV spots parodied other self-proclaimed geek brand experts and prompted a Cease & Desist order from Best Buy. Ensuing media coverage in the WSJ and NYT catapulted our geeks into the spotlight. They'll continue to enjoy center stage with an upcoming event honoring the crème de le crème of product reviewers. We also re-designed packaging so their reviews and ratings appear on Newegg.com boxes. Take a look for yourselves!