STEVE RACCAGNI
Guitar Center
Concept One: “What You Want” Slider
The Basics
Slider card approximately 4 inches by 2.75 inches. When the recipient pulls the tab on the right hand side, the gift card slides out on the left side.
Options
When purchased online for a recipient with a wish list, the gift card can be customized with the image of any item on his or her wish list. This makes the gift more personally while reinforcing the idea that Guitar Center is the place to get the exact instrument they want.
Concept Two: “Guitarist Survival Kit”
The Basics
A 5 by 5 inch card with a molded plastic tray inside, holding a gift card and 10 Guitar Center branded picks.
Concept Three: “Amp Road Case” Gift Box
The Basics
A box within a box made to look like a road case for an amp. When the top of the case is slid off, the gift card, in an inset panel, is revealed.
Options
One sound chip - Plays rocking guitar riff when the case is opened.
Two sound chips - The first chip plays the buzzing hum of a vintage tube amp warming up. The second plays a guitar riff when the card is removed.
Bonus Points: Allow online purchasers to customize the gift by uploading a sample of the recipient’s music to be used in place of the guitar riff. L.E.D. lights come on when cover is removed, preferably in conjunction with one of the sounds.
Concept Four: “What It Takes to Rock” Pop-Up
The Basics
5.5 inch by 5 inch card that folds down, revealing the gift card and forcing the back image of a famous musician (in this case, Slash) to pop up.
Options
Sound chip that plays either a signature Guns and Roses guitar riff or a new song from Velvet Revolver when the card is opened. Could be expanded to a gift card series featuring other Guitar Center-affiliated artists. Cards could be custom die cut into other instruments, such as a kick drum, keyboard or turntable, depending on the artist.
Opportunities
Two possible opportunities to secure some co-op funding are: Use the back of the card to feature an artist’s “signature” instrument available at Guitar Center, as shown. Use the back to promote the latest release from the featured artist.