HTC One marketing campaign kicks off with music video tie-in
HTC has said more than a few times that the company is looking to change its marketing strategy with the HTC One. A few months ago, HTC chose not to renew its contract with Mother, the ad agency responsible for the HTC One X skydiving promos from last year in favor of an in-house marketing approach under the direction of Benjamin Ho, new Chief Marketing Officer at HTC. We’re not exactly sure what HTC’s big marketing strategy is, but we’re starting to see how HTC is trying to break out of the mold they have formed for themselves over the years.
Hollaphonic’s new I Don’t Want It To End feat. Shaduno music video is the last place we’d expect to see the HTC One, but it certainly shows how HTC is leveraging its relationship with Beats Audio and the company’s close relationship to the music industry. The HTC One is shown of a few dozen times in the video, but none of the device’s main features are highlighted in any way. It’ll be hard to measure how effective a product placement like this can be, but if should spark some consumer interest since general consumers still have no idea what the HTC One is or what it looks like.
We’re sure HTC has much more planned for its HTC One marketing campaign, but do you think the company’s on the right track?