When Marty McFly uses your guitar to introduce the world to rock n roll and Johnny B. Goode, your marketing department is pretty much set forever. So when its your 120th anniversary, and youre at CES 2014, a place where a replica Back to The Future DeLorean is basically a celebrity, theres really only one thing Gibson could do. Get a DeLorean, get Christopher Lloyd to get out of it (apparently Michael J. Fox was otherwise engaged) and play the same ES-345 guitar Marty used to scandalize the Hill Valley High School crowd in 1955, and watch the money pile up. Just for good measure, maybe also get someone to hand Dr. Emmett Brown a blue set of Google Glass.