With “The Ultimate McKay’s Road Trip,” the beloved book and music warehouse challenged shoppers to visit all five locations across Tennessee and North Carolina in one day for up to $800 in store credit. The response was clearly bigger than the company expected: Thousands turned up at each store, and emergency workers were enlisted to manage endless snaking lines. But rather than scrapping the challenge, the company loosened requirements so essentially everyone who made an honest attempt to complete it got their reward. We appreciate a company trying to do right by its most loyal customers — even when that means taking a loss to give out more free store credit.
Best Promotion and Recovery
