My 5 Favorite RadioShack Social Campaigns

In the past 2 years the RadioShack social team has had just as many failures as successes.  For every article highlighting our innovative use of technology, there’s an equally as articulated report detailing what we learned from loss.

And, therein lies the sweet spot of marketing leadership: when you give your team permission to fail you also give them the tools to succeed.  So, just in case you weren’t following our every move these past 2 years (unimaginable!) here’s a recap of my 5 favorite RadioShack campaigns along with a “behind the scenes” factoid for each.

1. LIVESTRONG Team 28

This program started as a brainstormed solution to a simple question: how do we allow people across the globe to support Team RadioShack and the 28 million people battling cancer?  In addition to partnering with imc2 agency, we worked with UK-based shop Storm Ideas to build the custom “Twibbons” for the 2010 Tour de France bike race.  Users were able to display their support for Team 28 by tagging the number “28” on their social avatars. It evolved into a 4-month multi-media platform that included a Times Square takeover in NYC and profile pics being broadcast live across the globe.  Ultimately, it raised $30,000 for LIVESTRONG and the fight against cancer and remains one of my favorite activations.

FACT: The bright idea to transform the numerous Twitter and Facebook profile images into a mosaic of Lance Armstrong came from a Facebook fan.

– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

2. Twitter Powers Holiday Heroes

RadioShack’s award-winning 2010 holiday marketing campaign brought the “Holiday Heroes” theme to life by unleashing the power of Facebook, Twitter, foursquare and other emerging platforms.  I’d certainly love to say we knew it would be such a huge success, but the list of unknown factors far outweighed conventional marketing wisdom.  While our agency partners (and even some Twitter reps) thought we were crazy for using unproven, unknown hashtags for our Promoted Trends, we actually had a secret weapon.  Our consumers.  We used our fans & followers as an impromptu test audience to observe the shareability of the trends.  Not only did the campaign increase awareness and engagement, it also sold phones.  Imagine that.  The video below is a recap of our #IfIHadSuperPowers Twitter trend.

FACT:  Our first Promoted Trend flopped miserably.  We were redeemed a week later after the next trend when Twitter CEO Dick Costolo sent an email informing the team we had broken a record for impressions & engagement during a trend.

– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

3. Product Launch: HTC EVO 3D

RadioShack is 90 years old so we rarely get the chance to party like rockstars, let alone with them.  In this case, for the launch of the iconic EVO 3D phone we partnered with Sony, Sprint and HTC to release the device to the world in grand fashion.  Whether or not you’re a fan of Paris Hilton, LMFAO or our other celeb attendees, you must admit this is an unexpected way to celebrate new technology.  From Tweets and drinks to celebs and cars, the launch was covered across the country and came together in just 4 weeks.

FACT: The @RadioShack Tweets during the event were being curated & published by our intern back in Fort Worth as we funneled her pics, vids and updates. Long night.

– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

4. @RadioShackLIVE at the Tour de France

What do you get when you give 2 guys a box full of RadioShack gear and send them to France to experience the world’s biggest cycling race? More than 200 videos and 8 days of pure comedy.  imc2 agency procured 2 of Second City’s funniest improv comedians – Jordan & Steve – and we shipped them all over France.  In addition to our newly created @RadioShackLIVE Twitter account, our US audience followed the happenings on our Facebook tab which included a pair of virtual phones for tracking Tweets, videos, images and updates.

FACT: Honestly, though we received 100K views on YouTube we certainly anticipated more views.  This is the best campaign you never saw.

– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

5. #S0RightLive

This campaign is easily the most memorable.  Last December we hosted #SoRightLive, our first-ever live video webcast featuring RadioShack products and people.  Powered by Twitter, Facebook, and Ustream, the event included 5 broadcast segments showcasing “So Right” gifts: from smartphones and RC cars to headphones and DIY tech kits.  All segments were hosted by RadioShack’s own Ricky Cadden, Paige Guyton, Danny Ramirez and Lauren Kushnerick and we built out a full set at the Dallas Omni Hotel.  The video below has some must-see highlights.  The results? 80 million global impressions, 550 hours of video consumed in 1 day and an average viewing time of 20 minutes. Many thanks to Alyssa and Chris from Weber Shandwick whom I hope to borrow away from their agency at some point in my career.

FACT: We rehearsed until about 1 a.m. the night before the live shoot and were deliriously tired.  Luckily Ricky and Paige were camera-ready the next day and all turned out well.  Can’t remember being more proud of the team!

Advertisements

6 Comments

Filed under Innovation, Interactive Marketing, RadioShack, Social Media

6 responses to “My 5 Favorite RadioShack Social Campaigns

  1. Pingback: 10 Things I’ll Miss About RadioShack | Adrian D. Parker | Brand Development & Interactive Marketing |

  2. Pingback: Social media marketing – give and take | Draw & Code

  3. What a great title; Seantourage.Take a look and see what TAROTNAMES reveals about the ivitiutne influence of Seantourage. IT\’s the 82 card of the TAROT.WHEEL OF FORTUNE A MAJOR ARCANE CARDOn the Balanced definition, the keywords are Strong Ambition, and Success after Minor Failure. Developing a strong Self Confidence attitude, Starting New Beginnings is your Ultimate goal. New beginnings arrive with every turn of the wheel, as long as you realize that one revolution can take hundreds of years or in the blink of an eye. Being ready for the next revolution brings fortune, and this is the merging of the conscious and the subconscious by having the ability to recognize each new beginning. Some people call it lucid dreaming or nightmares. Being free of any Eccentric value in the RTP definitions, you can call it having a Psychic ability. The acceptance of this knowledge is the power to the key of life. Visualizing an object in your dreams as a 3D projection is Virtual Reality without using electronic equipment. Persons with Psychic abilities share this same concept and receive the same perception viewed from a different place at the same time. Some people just need more time than others after waking up from an OBE or having the Out of Body Experience. This isALL ABOUT YOU.Bruce Segrum

  4. Well I guess I don’t have to spend the weekend figuring this one out!

  5. The QuotesChimp appears much deeper to the numbers, when your useful type is pinpointed. Grounded on the sort of policy contract being wanted as well as the group required, the underwriter may discover exactly what the common expectations of reduction will soon be inside the group. For instance, in certain neighborhood, five properties might be anticipated to combust annually. As we will shortly notice, these records is very important in environment costes.

  6. It’s wonderful to have you on our side, haha!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s