BACKGROUND:
How do you promote the upcoming album release of one of the world's top recording artists? When the artist is red-hot Beyoncé Knowles, you let her do what she does best — turn heads.
OBJECTIVE:
Generate a buzz during the two weeks leading up to the release of Beyoncé's "B'Day" album by placing a full-size standee image of the singer in all Wal-Mart® store music departments.
SOLUTION:
After receiving Beyoncé's image, Drake Display enlarged and prepared the file for large-format printing at life-size scale. The addition of a tear pad allowed for Wal-Mart store associates to conduct a daily countdown to the album release. Drake shipped the standee with the mounted tear pad along with an instruction sheet detailing placement and store-level execution to all Wal-Marts nationwide.
RESULTS:
The polished in-store display delivered a chart-topping performance, bringing a high-end marketing feel generally reserved for shopping mall or record store promotions to the masses.
