The Taiwanese manufacturer has issued a colossal press release detailing its latest marketing push, with Robert Downey Jr at the helm: Here’s To Change. Sigh.
In a two-year deal, Downey Jr has been given creative input – and presumably a nice big wad of cash. Indeed, the Here’s To Change campaign is thought to have a budget of around $1 billion.
The first phase will see celebrity actor types proposing hilarious variations of the HTC acronym (technically an acronym should form a word, but whatever), including “Humongous Tinfoil Catamaran” and “Hipster Troll Carwash”. My effort appears in the headline above.
We’ll then hear about great HTC features such as Zoe and BlinkFeed, while the third phase will – get this – “focus on how HTC products empower individuals to drive change in their own lives.”
Benji says: “With this campaign, we are affirming what HTC's role is in the mobile market which is to define change and to lead the industry in developing the newest and most innovative technologies." HTC, of course, being the first manufacturer to release an all-touch phone, a tablet, a phablet... Oh, wait.
Gawd, I hate marketing – so very much. However, if Here's To Change sounds like the Funniest Thing Ever to you, you might fancy this HTC acronym generator.
Can Downey and co help reverse HTC's ailing fortunes? Uhm, Here's To Chance.