Best Buy reaches out to teens through charitable-giving program - Minneapolis / St. Paul Business Journal:

Best Buy Co. Inc.’s charitable arm, the Best Buy Children’s Foundation, has taken a somewhat radical shift. The consumer-electronics retail giant, which spends nearly 1.5 percent of its pre-tax earnings on philanthropic efforts, is giving young teens the responsibility for steering much of the company’s $30 million in annual giving via the @15 campaign.

@15’s concept is simple. Performers, such as Taylor Swift, Fallout Boy and Common, serve as spokespeople for the campaign, luring 13- to 15-year-olds to @15’s Web site with pitches and events. From there, teenagers create profiles, interact on forums, complete activities and earn points...