Store Buyout is an incredibly original concept to save Hercules Fancy Grocery in New York City from shutting its doors. Artist Jody Gnant, in an effort to save the store, pulled out a $20,000 loan and purchased everything in the store with some other artists.
The Store Buyout concept then took the purchased items and began selling them online as art objects. A pack of cigarettes that originally went for $10 is now selling for $409. Store Buyout is a unique project that uses the internet to create an event out of saving a local business.
Implications - The internet has created the opportunity to spread a message in a way that was never before possible. Concepts that are highly unique and turn an event into a performance are interesting and have a strong possibility of going viral. Companies should use this model as a template for creating future marketing initiatives.