RadioShack's 2010 Holiday Campaign, "Holiday Heros," was truly an integrated marketing effort. The RadioShack social media team and agency partners extended the campaign's traditional media elements across social networks Facebook, Foursquare and Twitter. For 24 hours on December 9, 2010, RadioShack purchased #IfIHadSuperPowers promoted trend which encouraged interaction, engagement and brand awareness with consumers.
Anyone who participated via Twitter had the chance to win one of several prizes. To enter, tweeters had to follow @RadioShack and tweet a picture of themselves with their hand stretched out and the #IfIHadSuperPowers hash tag. Thousands participated and all were "hero-ized." The team responded to each tweet and eventually "broke" twitter with hundreds and thousands of tweets sent, breaking Twitter's daily limit.
The campaign was fun, lighthearted and maintained consistent brand appeal in each and every tweet.
Personal contributions: community management, copy writing, coordinate promotion/giveaways and management of the media buy (launch, content, bid/spend, keywords, monitor analytic data)
