News/Commentary

RadioShack Twitter account takes a walk on WILD, SEX-CRAZED side in new marketing strategy

July 3, 2022 | | Print Article
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The 100+ year old retailer RadioShack has been posting some wild and crazy tweets that have people wondering what the heck is going on with the company.

According to The Hill, RadioShack has in recent days “flirted with Miley Cyrus and Lizzo, talked about getting high and clapped back at replies from people telling them to log off.”

RadioShack even tweeted about marijuana edibles: “Taking the second half of an edible after feeling nothing from the first half is always a bad idea. This chocolate bar got me out here fighting for my life.”

And that’s just the tip of the iceberg.

Here are some more of the company’s shocking, edgy, and sometimes outright hilarious tweets (*Graphic, explicit content):

Notice all the sexual innuendo.

This is the type of stuff that’d normally get a retailer shamed out of the room, no? So what gives? Did RadioShack’s Twitter account get hacked or something? Actually, no, it didn’t. It turns out this is all part of RadioShack’s new marketing strategy.

“It’s our voice, a new voice, one for the people. RadioShack’s audience used to be only an older demographic, but as times have changed and e-commerce has taken over, the old voice of RadioShack is no longer relevant,” RadioShack’s chief marketing officer, Abel Czupor, said in a statement to The Washington Post.

Apparently, RadioShack thinks young Americans are obsessed with drugs and sex. The company isn’t necessarily wrong. RadioShack also believes the old ways weren’t working. The company’s definitely right about this.

“Following a decade of decline, RadioShack was delisted by New York Stock Exchange in 2015. In its struggle to find a brand identity, the chain filed for bankruptcy twice, and went from having roughly 5,200 U.S. stores in 2014 to about 400 when private equity firm Retail Ecommerce Ventures (REV) purchased it in 2020,” according to the Post.

“REV was formed by Alex Mehr, the co-founder of online dating site Zoosk.com, and Tai Lopez, an online influencer known for coaching about his lavish lifestyle.”

Lopez is also an alleged cryptocurrency scam artist. Incidentally, one of REV’s first moves upon purchasing RadioShack was launching RadioShack Swap, “a decentralized crypto exchange platform that allows users to swap coins or tokens,” and launching the $RADIO token.

It’s no coincidence that cryptocurrency purchasers tend to be young and edgy.

Indeed, if you piece everything together, the puzzle solves itself: “So what’s going on? RadioShack is trying to sell you cryptocurrency — with an attitude,” CNN bluntly notes.

Exactly:

But not everybody appreciates RadioShack’s new marketing ploy.

Some say it’s nothing more than a shameless “grift” engineered by Lopez to earn some quick and easy money at the expense of others:

This belief is  based partly on the fact that the cryptocurrency market is currently in shambles.

As noted by CNN, “Crypto is a dumpster fire right now. The prices of bitcoin and other top cryptocurrencies have been cut in half this year.”

RadioShack’s own token, $RADIO, is down to $.008 from an opening high of $.038 in April, meaning if you’d purchased 1,000,000 shares back then for $38,000, you’d currently be down to just $8,000. Ouch!

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Vivek Saxena
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