HTC Turns to Music, Film, TV For Brand Overhaul In Wake of Facebook Phone
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HTC is not done trying to surprise you. In fact, yesterday’s announcement about HTC First — the device that will forever be known as the Facebook phone — was just the beginning of a brand overhaul that will officially commence Friday morning when the company unveils its marketing campaign for its other to-be-released smartphone, the HTC One.
Taglined “Everything Your Phone Isn’t,” VP-marketing Erin McGeee said HTC’s new marketing push will embrace the company’s “underdog” status. Although the company is conceding its low market share position, HTC is not going after easily-attracted consumers buying smartphones for the first time. Rather, it wants to attract what it calls “Generation Feed” — the company’s moniker for tech-savvy, early-adopting millennials — and its looking to the entertainment world to grab their fragmented attention spans.
“Tech millennials are hard to connect with,” Ms. McGee said. “Wanted to create a closer connection by targeting passion points.”
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