RadioShack Corp. and Discovery Networks U.S. announced Tuesday that the
consumer-electronics retailer has signed a one-year advertising relationship
with The Learning Channel's Junkyard Wars series.
RadioShack will be featured in a customized in-program element called the
"RadioShack Toolcam" -- when team participants disclose a secret about their
invention -- as well as in tune-in promotion spots and program bumpers.
In addition, it will sponsor TLC's two-hour special, Junkyard Megawars:
Speedway Showdown, due May 25 at 8 p.m.
As yet another facet of the deal, RadioShack will sponsor a new mall tour,
TLC's "Junkyard Wars: On the Road," due to run from April into June,
according to Discovery Networks president of ad sales Joe Abruzzese and
RadioShack senior division vice president of marketing and advertising Jim
McDonald.
The tour sites will be malls housing Discovery Channel Stores and RadioShack
stores.
The chain will also be featured in video spots on monitors in the traveling
mall exhibit, plus on-site signage and product-integration opportunities.
Later this month, moreover, Discovery.com (www.discovery.com) will integrate the
advertiser in a synch-to-broadcast event that will include interactive
content.
