National consumer electronics retailer Circuit City Stores (NYSE:CC) has retained former NYC Mayor Rudy Giuliani to promote its new Firedog service. The service provides computer setup and in-home installation. Most likely, it's a response to Best Buy's (NYSE:BBY) "Geek Squad" service.

Why would Circuit City be promoting Giuliani in a webcast about its Firedog service? Well, the ad regarding this new promotion -- which I received in my email inbox yesterday -- announces a contest for entrants to write an essay about how much their firehouse has helped the community.

Since Giuliani has been an outspoken proponent of firefighter heroism in the wake of the 9/11 attacks over five years ago, Circuit City's marketing team apparently wants to connect that image to its new "Firedog" service.

Now, explain to me again, what exactly is the connection between the Fire Department and in-home computer services?

Circuit City hires Giuliani to promote new Firedog services originally appeared on BloggingStocks on Wed, 06 Dec 2006 14:10:00 EST. Please see our terms for use of feeds.