HTC: Bringing Music to Life.

Brief

HTC is a designer of brilliant smartphones. Over the past number of years, HTC’s phones have introduced a number of features to ensure that the experience of listening to, watching or recording music on the phone is second to none. We ran a series of micro campaigns to highlight this.

Action

We ran a number of different campaigns between Summer 2012 to Summer 2014 to highlight particular features or HTC associations with music. These include work with artists including Maverick Sabre, Royseven and The Dirty Epics.

2012/13: With Maverick Sabre, we identified an artist with strong Irish connections (Maverick spent his teenage years in Enniscorthy) who was nominated for a MOBO award in the UK.  We organised an intimate gig attended by HTC Facebook fans and invited media where the attendees could get up close and personal with the artist for meet and greets, Q&A sessions and a performance. As Maverick was in the running for a MOBO award and had just peaked at the number 1 slot in the British album charts, there was a lot of interest in his music at the time.

2013: With Royseven, we ran a promotion for aspiring photo journalists to use the HTC One to photograph an intimate Royseven gig, document the night and ultimately becoming the HTC live music reporter attending the summer festivals using their HTC One M7 to photograph and report back proceedings for Hot Press Magazine.

2013/14 WithThe Dirty Epics, we ran a competition to highlight the amazing video camera on the HTC One M7 getting aspiring film makers to shoot a professional broadcast quality video for The Dirty Epics’ new single, Those Pretty Things.

Results

Each of these micro campaigns received local, national and international publicity including print, online and broadcast media.

Compelling video content highlighting the capabilities of the phone was distributed using HTC’s own social media channels and through placement with third parties such as Hot Press, RTE, Today FM, The Star, TheEffect.Net and many others.

HTC fans and owners were rewarded for their loyalty by being able to win tickets that ‘money just couldn’t buy’ to some of the hottest acts on the music scene.

HTC’s association with music was heightened in the mind of the general public.

 

MS-4558HTC_Take_One_11

  • HTC Ireland
  • 23rd February 2013