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Garbarino "Back to the Future" Case Study

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Published on May 30, 2012

From Leo Burnett Buenos Aires.

Garbarino is a leading electronics store in Argentina. The retail giant became the subject of an intense national conversation when amateur video footage appeared online of Doc Brown, the infamous inventor from the 'Back to the Future' movie franchise, crashing his Delorean time machine into a Garbarino storefront. After a few days of rampant speculation on the internet and widespread circulation of the footage, Doc Brown gave a press conference in which he apologized to Garbarino for any damage he may have caused, and volunteered to be the new face of Garbarino Electronics to compensate the company for his actions. Thus the inventor from the future became the popular spokesperson for Argentina's largest retail electronics chain, and generated massive new interest in the store and its high tech products.

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