When Joe Magnacca took over as CEO at RadioShack, many wondered if the former Duane Reade exec would be able to rid the consumer electronics chain of its dull image. The first commercial created on Mr. Magnacca's watch is a step in a very different direction.
The spot, which features wireless Beats speakers by Dr Dre, is an attempt by RadioShack to reach younger consumers who are not currently shopping in its stores or on its website. The spot relies heavily on "adult" imagery to the soundtrack of "Blurred Lines" by Robin Thicke.
"Partnering with a strong brand like Beats marks one of the ways RadioShack is broadening our customer appeal," said Jennifer Warren, senior vice president and chief marketing officer for RadioShack, in a statement. "Teaming up with Beats on this campaign invites more consumers to discover RadioShack as a destination for the hottest music accessories including the Pill and Beats headphones."
Consumers who purchase any Beats by Dr Dre product at RadioShack stores can get a free download of the "Blurred Lines" track. The spot will air during the NBA Finals on ESPN and ABC. It will also be broadcast on Comedy Central, MTV, Spike and VH1.
On RadioShack's earnings call last week with analysts, Mr. Magnacca said the chain was at the beginning stages of rolling out its new "Let's Play" brand platform.
"With our vast store base, we want to become the neighborhood technology playground and there are many ways you'll begin to see this come to life in our media communication plans, from TV advertising and weekly new newspaper inserts, as well as all other forms of consumer touch points, including social and digital," said Mr. Magnacca.