RadioShack's edgelord stream-of-consciousness
There is a limit to brand shitposting, and RadioShack's Twitter presence this year is where we can safely draw that line.
RadioShack, a legacy electronics brand that's had to file for bankruptcy twice in the last decade, is mad-grabbing for attention and relevancy by any means necessary. The brand's Twitter account has become a strange straight-guy edgelord's stream of consciousness. Or, worse, sometimes its tweets sound more like the drafts folder of a straight-guy edgelord's account.
In 2022, the brand tweeted all of the following:
"it's halloween but the only thing i'm scared of is women" (October 31)
"6 inches is enough" (October 17)
"saw her selfie and just moaned in front of the entire radioshack board of directors" (July 17)
"Theres a reason your dad left for milk 15 years ago and still hasn't come back. Bitch" (June 24, in response to a tweet that said, "there's a reason why your 98% of your stores closed down")
The whole strategy wreaks of, "We're a dying brand, so we have nothing to lose." The company said, fuck it, we won't hold ourselves up to any decent standards anymore. That can work with a subset of consumers who do identify with this depressing mindset. But it is mostly isolating a large swath of the public who don't understand or don't appreciate this humor. Its own business partners are turned off by the whole stunt.
Ábel Czupor, the chief marketing officer for RadioShack, doesn't seem to care that the brand is no longer respected. It's part of the strategy, even. He told Input Magazine that he'd rather have negative and troll-y engagements than have no attention on the brand at all.
"We would prefer to have that ratio instead of people not even knowing that you still exist," he said.
"If you look at any corporate accounts, all of them are pretty boring … That is not something people really engage with; that's more content people will be reading but not talking about."
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