• August 3, 2009

Radio Shack Corporation will unveil its new brand creative platform, "The Shack," on Thursday -- supported by an integrated television, print and digital media schedule, as well as a high-profile, three-day launch event taking place in New York City and San Francisco. The new creative was developed by Butler, Shine, Stern and Partners of Sausalito, Calif., which was named the Company's creative agency of record in April.

The company is also adding T-Mobile to its lineup of wireless carriers in 4,000 stores, and partnering with seven-time Tour de France winner Lance Armstrong, both to sponsor his new American Pro-Tour cycling team and to work with the Lance Armstrong Foundation and LIVESTRONG campaign in the global fight against cancer.

Radio Shack will host Netogether, a three-day event taking place in New York City's Times Square and San Francisco's Justin Herman Plaza Thursday to Saturday. The event will connect the cities with two 17-foot-tall laptop computers with webcams that allow live video and audio exchanges.

Netogether will feature live music, celebrity appearances and unique contests to demonstrate how technology can keep people connected -- even 3,000 miles apart. Consumers are invited to visit the event and chat with friends or family via the laptops, or to join in the conversation online at www.radioshack.com/theshack, where they can offer real-time comments on the live video feeds.--Karl Greenberg