FORT WORTH, Texas — A holiday social media program has earned RadioShack top honors in a national media award event.
The retailer’s 2010 holiday social media program, supported by imc2 as RadioShack's social media agency, won in its category at the Fifth Annual Forrester Groundswell Awards.
RadioShack's 2010 holiday social media program, themed "Holiday Heroes," was designed to drive store traffic and support sales while simultaneously building a community and trust in the social media space. Through the program, RadioShack grew its social fan base and saw an increase in positive online conversations and engagement. RadioShack created an integrated platform to inform consumers about its variety of holiday products, suggesting gifts for purchase and rewarding the consumer as a Holiday Hero.
The campaign included the Twitter promoted trend #IfIHadSuperPowers as the main engagement opportunity, inspired by RadioShack's "Holiday Hero" television spots. This paid promotion landed the second-highest resonance score for a promoted trend in Twitter history at the time. Another promoted hashtag on Twitter, #UNeedANewPhone, resulted in a 38% increase in @RadioShack followers in 12 days. Finally, RadioShack collaborated with Foursquare to create the Holiday Hero badge, which offered exclusive discounts and offers for Foursquare users who "unlocked" the badge. This final component grew RadioShack's fan base on Foursquare from zero to 19,333 in 60 days.
Due to the success rate and impressive increase in fans and positive sentiment, RadioShack's 2010 Holiday Campaign was selected from more than 200 entrants for the Forrester Groundswell Awards this year, winning top honors for its category, "Business-to-Consumer North America: Energizing."