Customers Sit in Red Chair, Star in Their Own Personal Video Telling Family
and Friends Exactly What They Want From RadioShack This Holiday Season
FORT WORTH, Texas, Nov. 22 /PRNewswire-FirstCall/ -- Helping holiday
shoppers get the "right gift" and not just any gift is the theme of RadioShack
Corporation's (NYSE: RSH) new Red Chair promotional tour kicking off this
weekend in major shopping malls across the United States. The five-week-long,
48-mall tour gives shoppers the opportunity to take the guesswork out of
holiday shopping by starring in their own Red Chair video that can be e-mailed
to friends and family acknowledging the special gifts they really want from
RadioShack this year.
The RadioShack Red Chair Mall Tour is an extension of the Red Chair
advertising campaign RadioShack debuted this month. It's the first major
creative developed by Arnold Worldwide, a Boston-based integrated marketing
communications firm hired earlier this year to help RadioShack with a major
rebranding effort scheduled to debut in 2006. The unifying creative theme is
a contemporary red chair people sit in to make holiday wishes. The campaign
includes national TV advertising, print, Internet, collateral, direct, in-
store and outdoor. The TV spots were directed by Kevin Thomas, known for his
work with the highly acclaimed CitiBank identity theft ads.
"The Red Chair mall tour brings our national ad campaign to life in a fun
and real way," said Don Carroll, RadioShack's senior vice president of brand
and marketing. "Now, instead of just watching actors sit in the chair and
express their holiday wishes, real people have the opportunity to tell their
family and friends exactly what they want from RadioShack this year."
Through Dec. 18, holiday shoppers in select malls across 22 U.S. cities
will have the opportunity to videotape their personal holiday wish and send it
to family and friends. Shoppers can select one of several products to show in
their taped message, including such popular items as an Apple iPod, Sirius
satellite radio, wireless phones from Sprint/Nextel and Verizon, digital
cameras and imaging bundles, radio-controlled toys and more.
Each participant is given a special code to access their videotaped wishes
on http://www.RadioShack.com , which they can then share with friends and
family. Participants also receive discount coupons and are eligible to
receive free RadioShack gift cards. Those receiving the holiday wish message
can download it from RadioShack.com . They also receive promotional coupons
and are allowed to create their own wish lists they can send to other people.
To encourage continued participation in the mall tour RadioShack is
donating $1 for every video participant to its national charity, the National
Center for Missing and Exploited Children.
"The holiday season can be overwhelming for consumers," said Jay Williams,
Managing Partner and Executive Creative Director at Arnold Worldwide. "In
addition to the anxiety associated with gift-giving and the pressure to get
just the right gift, consumers are bombarded with massive amounts of
information, offers, and high-decibel appeals from retailers in every
category. Our approach is to offer a little quieter, more personal appeal that
really highlights the great products available at RadioShack. It's all the
same information -- but delivered in a more unique, memorable way."
About RadioShack
Fort Worth, Texas-based RadioShack Corporation is one the nation's most
trusted consumer electronics specialty retailers and a growing provider of
business-to-business retail support services. The company operates a vast
network of sales channels, including: nearly 7,000 company-owned and dealer
stores; over 100 RadioShack locations in Mexico; and more than 700 wireless
kiosks. RadioShack's knowledgeable and helpful sales associates deliver
convenient product and service solutions within five minutes of where 94
percent of all Americans either live or work. For more information on
RadioShack Corporation, visit http://www.RadioShackCorporation.com . To learn
more about RadioShack products and services or to purchase items online, visit
http://www.RadioShack.com .
SOURCE RadioShack Corporation
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Related links:
http://www.RadioShackCorporation.com
http://www.RadioShack.com
Photo Notes:http://www.newscom.com/cgi-bin/prnh/20000518/DATH047LOGO
AP Archive: http://photoarchive.ap.org
PRN Photo Desk, photodesk@prnewswire.com
CONTACT:
Charles Hodges of RadioShack Corporation,
+1-817-415-8530
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