The Super Bowl spot was tagged with the message “Goodbye ‘80s @RadioShack. This launched a response-based social media campaign on Twitter, Facebook and Instagram to get rid of all the old ‘80s stuff RadioShack no longer wanted: “Beat-It” jackets, a Pac-Man game, even a 1987 Porsche. A new item was released every hour or so.

Followers that were interested in a particular item were asked to respond with a funny caption for the piece they wanted to win. Each item was branded with a unique hashtag to promote social sharing.

The celebrities from our spot acted as brand ambassadors by tweeting and responding to fans in real-time.

Our strategy worked:

During the Super Bowl game, RadioShack owned 5 of Twitter’s Top 10 trending topics. Including 4 at one time. In total, we had 8 trending topics on Twitter.

In 48 hours, RadioShack increased Twitter followers by 22,000, generated 42,000 entries for “Goodbye 80s” items and earned over 100,000 organic Tweets.

RadioShack social mentions increased by 2,200% during the game (compared to other advertisers who averaged 600%).

RadioShack trended on Facebook for 48 hours.

The day after the game was one of the worst financial days of the year and RadioShack’s stock price jumped an amazing 7%.

RadioShack was the best electronics store of the 80s.

The problem is, they never left the 80's.

Their outdated perception was so bad that RadioShack had become a national joke to late night talk shows and the rest of the media.

Our goal? To change this outdated, 80s perception in just one night. The “Goodbye 80s” social campaign launched during Super Bowl 48 – the most watched TV event in US history…and the busiest day in Twitter history.

Creating a response-based social campaign to get rid of all the old 80s stuff they no longer needed allowed RadioShack to attack the issue head-on. It finally got the world to laugh with them…and not at them.