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RadioShack Hopes to Woo Younger Consumers With New Campaign

Ads will appear on youth-friendly cable channels


RadioShack NYSE:RSHStruggling electronics retailer RadioShack (NYSE:RSH) is hoping that a brand linked to a popular musician will help it bring new shoppers to its stores.

The company is partnering with Beats By Dr. Dre, co-founded by iconic rapper Dr. Dre, which produces high-end turntables, audio headsets and portable speakers. RadioShack has produced an ad featuring a hit song by Robin Thicke playing on portable speakers made by Beats, set to run on youth-oriented cable channels including Comedy Central, MTV and Spike, MediaPost notes.

Customers who purchase Beats by Dr. Dre products from RadioShack will also get a digital remix of the song. The company will also promote the partnership through social media channels.

RadioShack is betting that Beats By Dr. Dre will increase its appeal to younger consumers.

In February, RadioShack warned that it would have to start closing stores and raise more debt if its sales didn’t increase by next year.

Shares of RadioShack rose fractionally in Thursday morning trading.


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