RadioShack is in the middle of a bold retail experiment: is it possible to acquire a venerable brand with a deteriorated reputation through bankruptcy and rehabilitate it into a place where people actually want to shop? The Shack’s new owners are harnessing the power of song and dance to try this…well, and also portable speakers. And rap.
To up its cool factor (and remind shoppers that stores are still open), the company recently launched a comeback campaign complete with a #RadioShackisBack hashtag on Twitter and Facebook and a flashmobvideo featuring comedians Carlos Mencia and Orlando Jones dancing with shoppers and employees.
With Boombotix comes cultural clout, thanks to its new creative director, Robert “RZA” Diggs, a founding member of hip hop group the Wu-Tang Clan. Diggs lent the iconic Wu logo to a limited edition Boombot and suggested that exclusive music by the group be embedded directly into the speaker. The concept has since lured artists from other genres, such as Shavo of System of a Down, and The Grateful Dead who have selected tracks exclusively for Boombot speakers to mark anniversaries or special collaborations.