RadioShack Invites Consumers to Rediscover 'THE SHACK' Through New Brand Creative Platform

Integrated Media Campaign to Contemporize the Brand and Reinforce RadioShack's Authority in Innovative Products, Leading Brands and Knowledgeable Associates

FORT WORTH, Texas, Aug. 3 // PRNewswire-FirstCall // -- RadioShack Corporation (NYSE: RSH) will unveil its new brand creative platform, "THE SHACK," on August 6, supported by an integrated television, print and digital media schedule, as well as a high-profile, three-day launch event taking place in New York City and San Francisco. The new creative was developed by Butler, Shine, Stern and Partners of Sausalito, CA, which was named the Company's creative agency of record in April.

"Trust is a critical attribute of any successful retailer, and the reality is that most people trust friends, not corporations. When a brand becomes a friend, it often gets a nickname - take FedEx or Coke, for example. Our customers, associates and even the investor community have long referred to RadioShack as 'THE SHACK,' so we decided to embrace that fact and share it with the world," said Lee Applbaum, RadioShack's Chief Marketing Officer. "This creative is not about changing our name. Rather, we're contemporizing the way we want people to think about our brand. THE SHACK speaks to consumers in a fresh, new voice and distinctive creative look that reinforces RadioShack's authority in innovative products, leading brands and knowledgeable, helpful associates."

"We have tremendous equity in consumers' minds around cables, parts and batteries, but it's critically important that we help them to understand the role that we play in keeping people connected in this highly mobile world," added Applbaum. "You will see a real focus on mobility and wireless products from leading brands in our new advertising."

RadioShack announced last month the addition of T-Mobile to its lineup of wireless carriers in 4,000 stores as part of its strategy to increase its authority and share in mobility and connectivity.

"We've partnered with RadioShack to develop a creative platform that will cause people to take another look at THE SHACK. Everything about the advertising - the media, format, style, music and tone - will contribute to a new interpretation of the brand," said Greg Stern, BSSP's Chief Executive Officer. "Everyone knows RadioShack. Our job is to communicate what THE SHACK stands for today."

RadioShack also announced a partnership with seven-time Tour de France winner, Lance Armstrong, both to sponsor his new American Pro-Tour cycling team and to work with the Lance Armstrong Foundation and LIVESTRONG campaign in the global fight against cancer.

"This is an exciting time at RadioShack," added Applbaum. "The announcement about Lance and Team RadioShack generated a great deal of consumer excitement and a reappraisal of our brand, which is exactly what THE SHACK is intended to do. Having Lance on our team will no doubt accelerate our brand's evolution."

To bring the new creative strategy to life, RadioShack will host Netogether, a three-day event taking place in New York City's Times Square and San Francisco's Justin Herman Plaza on August 6, 7 and 8. The event will connect the cities with two, massive, 17-foot laptop computers with webcams that allow live video and audio exchanges. Netogether will feature live music, celebrity appearances and unique contests to demonstrate how technology can keep people connected - even 3,000 miles apart. Consumers are invited to visit the event and chat with friends or family via the laptops, or to join in the conversation online at www.radioshack.com/theshack, where they can offer real-time comments on the live video feeds.

About RadioShack Corporation

RadioShack Corporation (NYSE: RSH), headquartered in Fort Worth, Texas, is one of the nation's most experienced and trusted consumer electronics specialty retailers, offering innovative products and services from leading brands. Our knowledgeable, helpful sales associates are committed to enhancing the in-store shopping experience by listening to our customers, offering advice, and partnering with them to find the best technology solutions that fit their needs. Operating from convenient and accessible neighborhood and mall locations, the company has approximately 4,450 company-operated stores; almost 1,400 dealer outlets; nearly 600 wireless phone kiosks throughout the U.S.; and approximately 200 company-operated stores in Mexico.

SOURCE RadioShack Corporation

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