Best Buy, Sony, Samsung and LG to Launch a 4K UHD Awareness Campaign
by Stephan Jukic – August 15th, 2014
Electronics retailer Best Buy, working in partnership with Samsung, Sony and LG Electronics, will be kickstarting a large-scale 13-week consumer awareness campaign to help customers become more knowledgeable about the nature of UHD 4K TV and how they can get started with it.
The effort is designed to boost overall awareness of 4K technology and increase consumer adoption of the format given that so far, many buyers still don’t even know what 4K means or how it related to HD technology.
Sony, Samsung and LG are three of the biggest sellers of 4K Ultra HD electronics and TVs in particular on the market today and all three companies have been making diligent efforts to promote the 3,840 x 2,160 pixel format to as many customers as possible. Sony has been the most active in this area with its recent filming and live transmission of the FIFA World Cup games in live 4K to audiences in the United Kingdom.
Best Buy’s interest in the promotion of 4K is similar to that of the major manufacturers. Both sides are facing slipping margins from the sale of competitively priced HD TVs and other conventional display format TVs. With 4K, all four parties can benefit by garnering higher margins per sale as the technology becomes more widespread.
Other vendors are also expected to participate in the 13-week event as it progresses and the promotional campaign itself is being dubbed “Believing Begins Here” by its creators. Another major group that is also participating in the 4K promotion is the Consumer Electronics Association, which is also a strong supporter of the adoption of 4K resolution in consumer TVs.
The campaign will include Best Buy-driven TV advertising, digital marketing campaigns, buyer’s guides and also educational videos on the web.
The centerpiece of the program, however, will be a plethora of in-store demonstrations of the clarity and power of 4K resolution which will be held at over 50 Best Buy locations in 11 major market areas across the United States. These will be held each Saturday of the week until November 1st 2014 and have already begun as of August 9th.
Field marketing teams from Sony, Samsung and LG will be attending the live demonstrations at the 50 Best Buy locations and giving interactive tutorials as well as answering customer questions.
According to Best Buy representatives, one of the key features of the live 4K events in the company stores will be a demonstration of how 4K TV sets are capable of beautifully upscaling conventional HD content so that it looks even clearer and sharper than under normal 1080p HD conditions.
This feature is crucial to normal consumers simply because so far at least, native 4K content remains scarce and the ability to use a 4K TV to dramatically improve the normal HD content most homes receive could be a crucial factor in convincing more consumers to buy the new TVs.
Other major promotional events in the Best Buy stores will include manufacturer discounts and in-store sweepstakes for prizes such as a Sony 55 inch Ultra HD 4K TV with installation and warranty included.
Major U.S markets in which the Best Buy events will be held every Saturday include Atlanta, Boston, Chicago, Dallas, Houston, Los Angeles, New York, Philadelphia and Washington D.C.
Story by 4k.com