RadioShack Red Chair Campaign Draws Holiday Shoppers - Event Marketer

RadioShack Red Chair Campaign Draws Holiday Shoppers

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Brand: RADIOSHACK
Agency: ARNOLD WORLDWIDE
Awards: EX AWARDS — BEST MALL EVENT PROGRAM
Year: 2006

An integrated effort that included TV and web components as well as live events in malls, the Red Chair campaign was such a success that RadioShack stores actually ran out of featured products during the campaign.

Timed to push traffic and specific vendors’ products during the holiday rush, Red Chair was a way to put the Shack back in consumers’ minds as a destination for gift buying. Five teams hit 48 malls in 22 markets over the course of 125 event days for the mall events, which borrowed the signature element of RadioShack’s national media: a red lounge chair. At malls—as on the TV spots—guests could take a seat and recite their holiday wish lists. Red Chair crews filmed 30-second spots of each guest, which consumers could retrieve and forward from a dedicated web site. Participants also received a sweepstakes card redeemable at the store; more than 1,000 were redeemed. The brand donated $1 to the National Center for Missing and Exploited Children for each video recorded.

In total, 6,996 video spots were recorded, 43 percent of the video clips were retrieved, and the clips were viewed an average of four times each.

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