RadioShack Tours Malls with Red Chair
RadioShack is taking its red chair on tour for the holidays to help shoppers draw up a wish list of gifts.
The RadioShack Red Chair Mall Tour invites mall-goers to sit in Radio Shack’s red chair and videotape a 30-second wish list to e-mail to family and friends. Shoppers can choose from 12 RadioShack products to feature in their video, including an iPod, Sirius satellite radio, wireless phone, digital camera or radio-controlled toy. Those who showcase one of the products are automatically entered in a sweepstakes to win their wish.
Consumers who make a videotape get a card with information to retrieve their video from RadioShack’s Web site, Radioshack.com/redchair. The card doubles as an instant-win game piece: Consumers take their card into the mall’s RadioShack to see if they’ve won a discount, or a gift card. (The tour awards three gift cards per mall per day.)
Friends who get a wish list via e-mail can make their own video at RadioShack’s Web site, get coupons, and buy items from the original wish list.
“It’s highly viral, and lets people who don’t participate firsthand create their own wish list online,” said Whitney Hardy, management supervisor at Arnold Brand Promotions, which handles the tour.
A cause-marketing overlay will donate $1 for each videotape made to the National Center for Missing and Exploited Children, a non-profit that RadioShack has long supported.
The tour runs Nov. 16 through Dec. 18, with a total of 125 event days at 48 malls in 22 markets via Boston-based Arnold.
The tour ties to RadioShack’s “Red Chair” TV campaign, which broke regionally on Nov. 9 via Arnold Worldwide. A slate of 26 different spots, highlighting different products, will run through yearend.
The effort is a precursor to a major re-branding campaign that Fort Worth, TX-based RadioShack will break in 2006, via Arnold.
