Case Study

Blockbuster Inc.
Guitar Hero 24-Hour Marathon

Blockbuster asked The Powell Group for a solution to build awareness and drive traffic to Blockbuster’s new concept stores. Three new concepts were being tested at different locations throughout Dallas and TPG recommended a targeted focus on the new high technology designed store.

Working with the Blockbuster Corporate Communications team and Affinity Sports Marketing, TPG executed the first 24-Hour Guitar Hero Marathon Challenge presented by Blockbuster to raise money for the non-profit organization Education is Freedom. The highlight of the event was a Guitar Hero competition between Dallas Mayor Tom Leppert and Blockbuster Chairman and CEO Jim Keyes. Dallas CEOs challenged other CEOs and consumers to participate and raise money as part of a challenge to match $625,000 donated by Chesapeake Energy Corporation. TPG’s responsibility was to generate local media coverage.

The Guitar Hero 24-Hour Marathon was a ‘hit’ with the media. It garnered live, in-studio coverage promoting the event on DFW’s highest rated morning show, KDFW-TV’s “Good Day Dallas.” All local TV stations attended the kick-off and news segments ran on several newscasts. The marathon was included on local event calendars and in The Dallas Morning News Guide section, Quick and the kid beat. A full front-page photo of Mayor Leppert at the event ran in the Metro section of The Dallas Morning News the following day. Blockbuster secured more than $320,000 in public relations value and over 2 million media impressions. Blockbuster raised more than $50,000 for Education is Freedom.

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