Does Best Buy’s Twelpforce Help or Hurt?

This morning I watched the new Best Buy Twelpforce commercial (@twelpforce) where a gentleman stands up in the middle of a football field and proclaims his need for a new tv. Best Buy’s team of people, known on Twitter as the Twelpforce respond to him from the bleachers suggesting an LED tv. He responds back that he’s price conscious and the Twelpforce explain they have a price match guarantee. Here’s where it gets interesting. Back in March 2009, Best Buy was charged with a class action lawsuit for providing financial bonuses, based in part, by denying valid price match requests. So, I posed the question to the @twelpforce linking to the Consumerist article (linked above).

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@twelpforce replied back:

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I understand that Twelpforce, as most twelpforce’s go, is powered my hundreds, maybe even thousands of people (look at those commercials!). My curiosity extends to wonder whether there was some type of approval process for determining how you get to join the Twelpforce (are there elite Twelpforce SEALS or Rangers?) and who answers what questions? At this point, the Twelpforce says it’s business as usual with their price matching shenanigans. The tweet was surely a mistake, right?

So do you think the Twelpforce approach is helping or hurting Best Buy? I’d love to know your thoughts.

UPDATE: Thank you to @bernierjohn, @TWELPFORCE, @rickmead, @Coral_BestBuy, @BestBuyDanvers. You all responded back quickly via Twitter to let me know that if there’s ever a price match discrepancy, to contact (888) BEST-BUY and the Customer Relations Department should sort it out. I appreciate the responses!