- Matthew Fields

RadioShack is turning to social networks to raise brand awareness among younger consumers. The company this week partnered with Facebook to launch an application called MyMosaic, which forms multilayered mosaics from users' pictures.

MyMosaic is made up of many smaller profile pictures—pulled from friend networks—to form one large image. By clicking on the digital mosaic, a user can zoom in on various images. When magnified even more, the images reveal photos of friends.

"RadioShack MyMosaic creates a visually dynamic way for people to create and play with their own unique piece of digital photo art by zooming in and out with the click of their mouse," said Melissa Romig, media director at Carat, a global media agency network, which initiated the Facebook project by partnering with Moma Labs to build the photo-intensive application. "This [application] showcases RadioShack's strong involvement in the digital imaging product category."

RadioShack, Fort Worth, Texas, is using the application as an opportunity to advertise its own products on Facebook, having attached its tagline at the top of MyMosaic, which reads: "Get more out of every megapixel." The tagline is accompanied by ads for two digital cameras that sell at RadioShack stores.

"Through Facebook, we're helping raise our brand's awareness and create additional relevance with a younger customer base," said Peter Whitsett, RadioShack's vp-general merchandising. "Such an interesting and unusual application is a great testament to our 'Do Stuff' positioning by encouraging customers to create an enjoyable outcome that previously did not exist."