By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Bellevue, Wash. – HTC launched a national promotion campaign that puts the flagship HTC One smartphone phone into the hands of consumers in 11 major markets to compare against their own phone.
The HTC One Live Experience Tour will be accompanied by a national advertising campaign that positions the phone as “Everything your phone isn’t” and will include a “heavy rotation” in national TV, print, digital media and mobile advertising, the company said. Digital ads include ads in Pandora, Spotify, YouTube and Vevo.
In-market advertising will also be used in markets where the pop-up showrooms are located.
The Experience Tour includes pop-up showrooms appearing in eight major markets starting April 11 for a minimum of three months in high-traffic malls. Consumers will get hands-on use of the HTC One in showrooms in Atlanta, Chicago, Dallas, Houston, Los Angeles, New York, San Francisco and Washington.
To demonstrate the HTC One’s enhanced stereo sound, the company today opened HTC BoomSound Lounge pop-up listening booths in Columbus Circle in New York, Embarcadero Plaza in San Francisco, Hollywood and Highland in Los Angeles, Wrigleyville in Chicago, Franklin Square in Philadelphia, and Perimeter Mall in Atlanta. They’ll be open through April 19.
Live product demonstrations in the lobbies of select theaters and show an HTC One commercial on the cinemas’ screens will be part of the effort.
HTC is out to establish a U.S. brand identity for the HTC One “as an innovative, stunning product with a full-metal design and a clear difference in experiences from any previous, or recently announced smartphone,” said Erin McGee, HTC North American marketing VP.
Though consumers haven’t seen the device yet, he said, “we are changing that, starting today, by delivering unique and highly relevant experiences on city streets, in suburban malls, and at hundreds of movie theaters that brings the product to life through an authentic connection with the consumer.”
Also to promote the One’s sound quality, the BoomSound lounges will turn into venues where consumers can view an April 19 live stream of one of three HTC concerts produced by Live Nation. The specific concert that will be live streamed hasn’t been revealed, but consumers will be able to see and hear a concert by Pharrell, Grouplove or Manchester Orchestra.
The new HTC One is available for pre-order today through HTC, AT&T, Sprint and Best Buy and will be available nationwide from AT&T, Sprint and Best Buy starting April 19. It will also be available from T-Mobile later this spring.
The 32GB version will be available for $199, and a 64GB version will be available on the AT&T network at $299.
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