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?
Customer needs to be told what the product has. Musical attention is just not good enough.
You would be surprised by mow many people don’t know about HTC.
HTC is also advertising in Germany, also focussing on Boomsound: http://www.horizont.net/kreation/tv/pages/protected/HTC-One_496822.html
Nice, that looks like it would be a great way to promote the front-facing stereo speakers.
Didn’t they do this with the HTC 8X in FUN’s We Are Young? Or are they sponsoring to actually make Hollaphonic’s video. It doesn’t seem like it works as well as Samsung’s blanket TV/Web Video marketing, but I don’t think HTC has the money to do that, either. Hard to compete on marketing with Samsung, but I hope to see more than just music videos.
Its about time they are outing a promo.
Hope there’s a lot more to come in commercials, radio,print, and signage.
I liked the ‘you’ ads that were on 3 or 4 years ago. But then they stopped advertising and any brand recognition they had built up evaporated. It seems like less people know about HTC now than they did 3 or 4 yrs ago which is really sad. They made an unwise judgement that they had some recognition and that word of mouth would do the rest. HTC should just look at Coke. Everyone knows what Coke is but they still advertise the hell out of it because people are fickle and they need to be constantly reminded that your product is relevant in the market.
Who is Hollaphonic?
If people like me don’t know who they are then we wouldn’t have watched the video nor knew what the One looks like
Market to the masses, HTC
Please provide more money to advertisment and marketing. I hope this year HTC tackle why consumer must buy their product.