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 VEVO.com. Thicke is currently in the studio finishing up his sixth studio album, still untitled and with a release date expecte