The Shack Summer Netogether

This week, Radio Shack will officially become “The Shack.” The new brand will be unveiled during a three-day launch event in New York and San Francisco.

“Our customers, associates and even the investor community have long referred to RadioShack as ‘THE SHACK,’ so we decided to embrace that fact and share it with the world,” said Lee Applbaum, RadioShack’s Chief Marketing Officer.

The Shack’s new advertising campaign will try to put the focus on mobile and wireless products, rather just cables and batteries, which many consumers often associate with Radio Shack. The campaign will include integrated television, print and digital media efforts.

RadioShack announced last month the addition of T-Mobile to its lineup of wireless carriers in 4,000 stores.

For the launch, RadioShack will host a three-day event taking place in New York City’s Times Square and San Francisco’s Justin Herman Plaza on August 6, 7 and 8. Dubbed “The Shack Summer Netogether,” the event will connect the cities with two massive, 17-foot laptops with always-on webcams that allow live video and audio exchanges.

Image: The Shack

Netogether will feature live music, celebrities and contests to demonstrate how technology can keep people connected. Everyone is invited to visit the event and chat with friends or family via the laptops, or to join in the conversation online at radioshack.com/theshack, where they can offer real-time comments on the live video feeds.

Image: The Shack