Thread by @jappleby

So let's talk about @RadioShack.
And why they're tweeting... this.

A 🧵 with the details:
- the state of the business
- who's running the account
- does this strategy work?

God, I hate it so much.
Okay, fine, I'll be analytical.

You probably remember RadioShack like this.

Little strip mall electronics stores with every random you'd need. Very handy in the pre-internet days!

Even as recently as 2014, they had 5,200 stores with over 27,000 employees.

Since then, they've filed for bankruptcy twice. 3/

In 2020, RadioShack was bought by Retail Ecommerce Ventures. They buy bankrupt brands, hoping to turn them around based on whatever brand equity's left.

Their executive chairman?
Tai Lopez.

You may recognize him from YouTube ads. Get rich quick stuff. He seems... not great. 4/

Tai Lopez & his company relaunched RadioShack as... sigh... a crytpocurrency. Because of course they did.

The currency is called Radio.
1 Radio is worth... wait for it.
Not even one cent. 5/

So, because Crypto Bros be Cryto Bros, in a ridiculous effort to drum up some business for RadioShack, the brand's gone completely unhinged on Twitter. 6/

(and no, I didn't LIKE those tweets. I had to run around Twitter to see who had screenshots because some have been deleted.)

So, the age old question is here:
Is... this... an effective social strategy?
Could this insanity actually work?

Lucky for us, because RadioShack is a cryptocurrency, we can definitively decide based on data! 🧵:

Yes, @RadioShack went very viral for their insanity. Every publication is writing about them! Everyone's tweeting about them!

But engagement doesn't matter if it doesn't translate to sales. And RadioShack's cryptocurrency is worth less than one cent. And dropping. 9/

UPDATE: @RadioShack DMed me. They're putting me in touch with their content team.

They also said this about my thread.