imagine that, IRL.
best buy x FC27
transforming best buy from a retailer into a launch party venue, and reconnecting with consumers who have grown emotionally numb to technology.
problem.
what was once a category full of excitement and limitless tech possibilities has turned into a mind-numbing pit of exhaustion. years ago, emerging technology had intrigue; what was going to be the next big thing? now, excitement around technology has decreased over time, yet usage continues to increase steadily. this leads to a tension of tech fatigue. the use of digital technology has begun to isolate people rather than bring them together.
insight.
people say tech is no longer exciting, but what they really miss is enjoying it together, because technology feels more meaningful when it creates a shared moment instead of a solo routine.
strategy.
by pre-ordering FC27 through best buy, fans unlock access to exclusive in-store launch party rewards and hands-on product experiences. the strategy transforms a standard pre-order into a shared tech ritual, repositioning best buy as a modern hub for discovery, participation, and real-world connection.
CLIENT
FC27 x best buy
Duration
5 weeks / 2026
Service Type
user research, advertising and branding.
a deep dive into the best buy x FC27 conceptual framework.
target audience insights.
28-43
56%
80%
47%
Core Age GROUP
PLAY GAMES DAILY
DEAL WITH BURNOUT
WATCH OTHERS PLAY
millennial males dominate the gaming landscape and are the key demographic for best buy and FC27.
dedicating 18% of total entertainment time to gaming. 50% of these players play alone.
with 83% craving a digital detox. they seek challenge and discovery, yet want to unplug.
youtube and twitch act as the primary platforms to view others playing popular games.
campaign layers.
01. digital.
the campaign begins on discord, where a 'gram-bot' (powered by discord API) gathers the community for the initial drop. a digital-first approach ensures maximum engagement from a tech-native audience.
02. physical.
an in-person launch event follows, featuring a streamer competition stage and product test-and-vote stations, transforming the technology guidance best buy provides into an exclusive, engaging experience.
03. virtual/interactive.
along with special products only offered to attendees, those who can't attend the event (but still want to participate) are granted the unique opportunity to take over a top streamer's game, blurring the lines between creator and community interaction.
team highlights.
the key collaborators behind the best buy x FC27 innovative campaign.
avery benson
emily cullinane
jasmin durrence
samuel mayer
kaylee
rosa
Creative TECH.
CREATIVE DIRECTOR
ART DIRECTOR
CopywritER
PROJECT MANAGER