DALLAS, TX--(Marketwire -10/28/11)- The Fifth Annual Forrester Groundswell Awards were announced today at the Forrester Consumer Forum in Chicago. RadioShack's 2010 Holiday program, supported by imc², took top honors in the "Business to Consumer North America: Energizing" category. imc², a purpose-inspired strategic and creative agency, received a Forrester Groundswell Award last year for P&G's Secret Deodorant "Let Her Jump" program.
"RadioShack is committed to test, learn and embrace innovative ways to connect with consumers and this award reflects those efforts," said Lee D. Applbaum, executive vice president and chief marketing officer for RadioShack. "RadioShack's fans and followers are so supportive of the brand, and social media gives us the opportunity to engage them directly to keep them apprised of great offers and promotions, especially during the holidays."
Adrian D. Parker, RadioShack's director of digital and social media, accepted the award on behalf of the social media team during the ceremony.
RadioShack created the 2010 Holiday program to support efforts to drive store traffic, increase sales and build trust with consumers. The program did this by growing RadioShack's social fan base, positive social interactions and overall conversation quality -- ultimately supporting increased sales. The 2010 Holiday program comprised elements such as: the Holiday Hero social platform that included record-setting Twitter trends #IfIHadSuperPowers and #UNeedANewPhone, a Facebook tab to promote social deals and contests, and a "Holiday Hero" badge on Foursquare.
"We are honored to be recognized by the Forrester Groundswell Awards for the second consecutive year," said Marc Blumberg, president, imc². "Increasingly, our clients tell us it is important to maximize their marketing spend by using a blend of paid and owned media to achieve maximum results in earned media -- and this award reaffirms our commitment to doing just that."
The Forrester Groundswell Awards recognize excellence in achieving business and organizational goals with social technology applications. The awards program was developed to support and recognize the principles outlined in the Forrester Research books Groundswell: Winning In A World Transformed By Social Technologies (Harvard Business Press, 2008) and Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business (Harvard Business Press, 2010).
"Once again, we received excellent entries for the Forrester Groundswell Awards from around the world," said Josh Bernoff, senior vice president, idea development at Forrester and co-author of Groundswell and Empowered. "We selected the winners based on the most impressive results from among over 200 entrants this year."
More information about the Forrester Groundswell Awards is available at www.forrester.com/empowered.
imc² is a different kind of agency. A purpose-inspired strategic and creative agency that believes in the power of relationships to transform brands and achieve remarkable results. The agency's purpose-inspired work fuels paid, owned and earned media to deliver strong financial results and sustainable relationships for clients. imc²'s heritage as a digital marketing pioneer has helped drive its leadership position in cross-channel, multi-platform marketing engagements. Headquartered in Dallas, with offices in NYC and Philadelphia, imc²'s client portfolio spans a diverse set of industries and includes companies such as Procter & Gamble, RadioShack, Louisville Slugger, Samsung and The Coca-Cola Company. For more information, visit us at www.imc2.com or follow us on Twitter @imcsquared.