RadioShack Campaign Honored for Social Media Innovation

FORT WORTH, Texas, Oct. 28, 2011 /PRNewswire/ -- RadioShack's 2010 holiday social media program, supported by imc2 as RadioShack's social media agency, took top honors in its category at the Fifth Annual Forrester Groundswell Awards.

"RadioShack is committed to test, learn and embrace innovative ways to connect with consumers and this award reflects those efforts," said Lee D. Applbaum, executive vice president and chief marketing officer for RadioShack. "RadioShack's fans and followers are so supportive of the brand, and social media gives us the opportunity to engage them directly to keep them apprised of great offers and promotions, especially during the holidays."

RadioShack's 2010 holiday social media program, themed "Holiday Heroes," was designed to drive store traffic and support sales while simultaneously building a community and trust in the social media space. As a retail business with online and brick-and-mortar sales, RadioShack grew its social fan base and saw an increase in positive online conversations and engagement. RadioShack created an integrated platform to inform consumers about its variety of holiday products, suggesting the perfect gift for purchase and rewarding the consumer as a Holiday Hero.

The campaign included the Twitter promoted trend #IfIHadSuperPowers as the main engagement opportunity, inspired by RadioShack's "Holiday Hero" television spots. This paid promotion landed the second-highest resonance score for a promoted trend in Twitter history at the time. Another promoted hashtag on Twitter, #UNeedANewPhone, resulted in a 38 percent increase in @RadioShack followers in 12 days. Finally, RadioShack collaborated with Foursquare to create the Holiday Hero badge, which offered exclusive discounts and offers for Foursquare users who "unlocked" the badge. This final component grew RadioShack's fan base on Foursquare from zero to 19,333 in 60 days.

Due to the success rate and impressive increase in fans and positive sentiment, RadioShack's 2010 Holiday Campaign was selected from more than 200 entrants for the Forrester Groundswell Awards this year, winning top honors for its category, "Business-to-Consumer North America: Energizing." RadioShack's director of social media and digital, Adrian D. Parker, received the award on behalf of the social media team at the Forrester Consumer Forum in Chicago on Oct. 28.

The Forrester Groundswell Awards recognize excellence in achieving business and organizational goals with social technology applications. The awards program was developed to support and recognize the principles outlined in the Forrester Research books Groundswell: Winning In A World Transformed By Social Technologies (Harvard Business Press, 2008) and Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business (Harvard Business Press, 2010). More information about the Forrester Groundswell Awards is available at

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About RadioShack Corporation

RadioShack Corp. (NYSE: RSH) is a leading national retailer of innovative mobile technology products and services, as well as products related to personal and home technology and power supply needs. The Shack® offers consumers a targeted assortment of wireless phones and other electronic products and services from leading national brands, exclusive private brands and major wireless carriers, all within a comfortable and convenient shopping environment. RadioShack employs approximately 33,000 people globally, including a team of friendly and helpful sales experts who have been recognized for delivering the best customer service in the wireless industry. RadioShack's retail network includes approximately 4,670 company-operated stores in the United States and Mexico, more than 1,475 wireless phone centers in the United States, and approximately 1,140 dealer outlets worldwide. For more information on RadioShack Corporation, please visit; to purchase items online, please visit RadioShack® and The Shack® are registered trademarks licensed by RadioShack Corporation.

SOURCE RadioShack Corporation

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