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RadioShack woos younger consumers with Beats By Dr. Dre


FORT WORTH, Texas — RadioShack is teaming up with Beats By Dr. Dre, the popular brand of headphones and HD sound systems, on a new advertising campaign featuring recording artist Robin Thicke's hit single "Blurred Lines" and the Beats by Dr. Dre Pill portable Bluetooth speaker.

The 30-second commercial ties into a special in-store offer that will allow RadioShack customers and music fans to download an exclusive remix of "Blurred Lines" with the purchase of any qualifying product.

The electronics retailer is leveraging the popularity of the Beats By Dr. Dre brand to reestablish its relevance, particularly among younger consumers.

"Partnering with a strong brand like Beats marks one of the ways RadioShack is broadening our customer appeal," said Jennifer Warren, SVP and CMO for RadioShack. "Teaming up with Beats on this campaign invites more consumers to discover RadioShack as a destination for the hottest music accessories, including the Pill and Beats headphones."

Since its release March 20, Thicke’s single "Blurred Lines" has gone viral, racking up more than 8 million views on YouTube and Thicke is currently in the studio finishing up his sixth studio album, still untitled and with a release date expected soon.

Consumers purchasing any qualifying Beats by Dr. Dre product, mobile phone, tablet or MP3 player in-store at a participating RadioShack location between now and June 22 will receive an exclusive "Blurred Lines" remix download. In addition, consumers will get $10 back when they spend $30 or more at participating RadioShack locations through June 1.

The ad will appear on networks such as MTV, VH1, Spike and Comedy Central. It will also run during the NBA Finals on ESPN and ABC.

The TV spot can also be found on RadioShack's techspecs blog and on the Beats by Dr. Dre Facebook page. Exclusive behind-the-scenes footage taken during filming of the "Blurred Lines" video will also be posted during the promotion.

RadioShack also plans to launch a social contest later in the campaign that will give consumers the chance to win two tickets to a future Robin Thicke concert.

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