Brief Summary Toys “R” Us signed a ten-year exclusive deal with Amazon in 2000, which redirected its online sales to Amazon and delayed its own eCommerce efforts. When Amazon breached the deal by expanding toy vendors, Toys “R” Us sued and ended the agreement—but it had already lost critical digital momentum. Company Involved Toys “R” Us, once the world’s largest dedicated toy retailer, focused on toys and baby products. Marketing Topic Public Reaction or Consequences Media and analysts viewed the exclusive Amazon deal as a strategic error that gave digital dominance away. The lawsuit restored control, but not runway. Concurrently

Brief Summary Apple’s “Get a Mac” advertising campaign from 2006 to 2009 personified Mac and PC in witty TV spots that highlighted ease of use, security, and simplicity. The work quickly boosted Apple’s image and Mac sales, with Apple reporting 1.3 million Macs sold in the July 2006 quarter and a 39 percent sales increase for the fiscal year. Microsoft later replied with the “I am a PC” effort, but Apple had already framed the narrative of Mac as the modern and friendly choice. Company Involved Apple created the campaign with TBWA Media Arts Lab. Justin Long portrayed Mac and

Brief Summary Apple’s 2007 launch of the first iPhone became a watershed moment in tech and marketing. A masterful buildup of hype culminated in long lines of eager buyers and wall-to-wall media coverage on release day. The iPhone combined a phone, iPod, and internet communicator in one device, a revolutionary concept that Apple sold with brilliant storytelling and showmanship. This launch not only upended the mobile phone industry, but also demonstrated how savvy marketing can turn a product unveiling into a global cultural event. Company Involved Apple Inc., the company at the center of this story was a computer and

Brief Summary 3M’s Post-it Note is a classic story of a product born from accident and saved by smart marketing. In 1968, a 3M scientist inadvertently created an adhesive that stuck lightly but lacked a strong bond. Instead of shelving this “failed” invention, a colleague realized it could make a handy removable note. Years of persistence and a clever sampling campaign eventually turned these sticky notes into a runaway hit. This case matters because it shows how innovation, perseverance, and savvy go-to-market strategy can transform a near-failure into a worldwide phenomenon. Company Involved 3M Company, a Minnesota-based multinational innovation company

Brief Summary LEGO, the Danish toy maker famous for its plastic bricks, nearly went bankrupt in the early 2000s due to falling sales and strategic missteps. Yet it staged one of the most remarkable turnarounds in corporate history. By refocusing on its core product and creative play ethos, cutting back on bloated diversifications, and smartly leveraging partnerships (like Star Wars, Marvel, and Harry Potter franchises), LEGO transformed from a company on the brink of collapse into the world’s most powerful toy brand. This case study explores how LEGO rebuilt its empire brick by brick, and what marketers can learn from

Brief Summary Spotify’s Wrapped is an annual year-end recap that turns user listening data into a shareable story and a marketing powerhouse. Launched in 2016, Wrapped grew into a viral cultural moment each December as millions of users eagerly share personalized insights about their music habits. This campaign brilliantly showed customers how they use Spotify, sparking conversations and free promotion across social media. However, a bold 2024 revamp (with heavy doses of AI-generated content) struck a wrong chord, drawing user backlash. This case study examines how Spotify’s data-driven campaign became a viral hit, why the 2024 edition faced negative reactions,