Radio Shack Gets Weird

Radio Shack, the electronic and gadget franchise, has been in a bit of a slump in recent years thanks to other giant electronic retailers such as Best Buy and Walmart. Advertising and marketing campaigns have been scarce, and the company has been in search of a revival…well, they’ve found one (somewhat). Parody singer Weird Al Yankovic has signed on to be the company’s newest, and weirdest, spokesperson and appears in the company’s new advertisement. The ad features Weird Al guiding a shopper throughout a radio shack showing her products that will appeal to people of all ages, but rather than speaking, he’s communicating through song (of course) to the tune of the song “Toyland” from the musical “Babes in Toyland”. If you haven’t seen the commercial yet, it’s exactly what you would expect from Weird Al: weird, and weirdly catchy? Not saying I’m going to be walking around my apartment singing the lyrics of the commercial, but at least it got me interested in Radio Shack, for once.

I think that Radio Shack has made a move in the right direction gaining a spokesperson that’s recognizable, and unique. Radio Shack desperately needs to make a reappearance, especially during the busiest shopping times of the year, and I think that having such a unique public figure like Weird Al could generate some much-needed buzz. Although Weird Al has been out of the spotlight up until recently with the release of his newest album, he’s still famous enough that consumers will be able to talk about his involvement with Radio Shack. However, Radio Shack is going to have to keep up the momentum and push its marketing efforts even further if they want to even stay remotely relevant. They are losing a battle against other electronic giants, and are going to have to think of more innovative ways to get people to want to choose their products over a competitors. Weird Al can only be so catchy for so long, before you just can’t take anymore.

Reference:

Morrison, M. (n.d.). Weird Al in Radio Shack Holiday Campaign | CMO Strategy – Advertising     Age. Retrieved December 6, 2014, from http://adage.com/article/cmo-strategy/weird-al-radio-shack-holiday-campaign/295755/

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5 thoughts on “Radio Shack Gets Weird

  1. I agree that Radio Shack is headed in the right direction. It’s great promotion for both Radio Shack and Weird Al since his newest album was released. But like you said, Radio Shack will have to do a lot more than a “weird” campaign to get consumers interested in the company again.

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  2. I think choosing Weird Al was not a good decision. Radio Shack has slowly seen a decline in visibility and recognition throughout the country, trying to resurface with a very brand conscious generation (millennials) who have no idea who this guy is or what he does is actually going to make radio shack even more irrelevant since people are going to be confused as to who he is and does

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  3. Radio Shack had its place for a quick and cheaper alternative in electronics, but online shopping has been doing it just as well. I do like Weird Al, but I’m not sure he’s a relevant spokesperson if the company is going for the younger generation. If you’re going for someone who has a clean reputation and is well known otherwise, then it could work out well for them.

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  4. I think that RadioShack used this ad as a way to rebrand themselves in a way to get noticed. Although I don’t agree with using Weird Al as a representative for RadioShack as a brand. It is particularly hard with an organization such as RadioShack because there are many other larger companies that offer more than what RadioShack does. They have many relevant competitors that could easily beat them out.

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  5. This is an interesting and bold decision from Radio Shack. Weird Al is very recognizable, but I don’t know how relevant he is anymore. He seems about as relevant as Radio Shack is, which means he’s not relevant at all. Not sure he was a good choice.

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