Indeed, RadioShack is becoming “The Shack,” though perhaps it would’ve been better to use the French “Le Shack” instead. No matter.
I received this email today. It prompts you to watch allegedly hip/cool/humorous commercials hosted on Facebook. And while you’re there, why not become a FB Fan:
On the one hand this sort of hand off from email to Facebook represents a strong approach to social media and customer acquisition. However, I’m already on the email list so in one sense it’s a wash. I’m more receptive to commercial messages in email than I am on Facebook — but that’s just me 🙂
Perhaps it’s a hedge against declining email open rates.
Screenwerk 
August 6, 2009 at 3:19 am
I can feel the love already… http://www.youtube.com/watch?v=leohcvmf8kM
August 6, 2009 at 4:22 am
Indeed. Good one. Tin roof rusted.
August 6, 2009 at 7:23 pm
Looks like Radio Shack was only joking about the name change… Good One! http://adage.com/article?article_id=138297
August 6, 2009 at 8:25 pm
Thanks Gene. I was obviously fooled.
August 6, 2009 at 8:49 pm
Actually, I think they may have been planning to rebrand, and were caught off guard by the backlash. From the Ad Age piece:
“When asked why the company did not roll out the campaign in a way that would have avoided at least some of the confusion, Mr. Applbaum insisted that the company is “very strategic.” He said it’s difficult to “dissect any one piece” of the platform and its rollout.”
August 6, 2009 at 9:00 pm
Thanks