BELLEVUE, Wash., April 5, 2013 /PRNewswire/ -- HTC, a global
leader in mobile innovation and design, today introduced the
company's integrated U.S. marketing campaign launching its new
flagship smartphone, the new HTC One. The campaign
challenges the current mobile phone experience with a bold and
playful execution, and offers consumers the opportunity to see,
hear and hold the new smartphone before nationwide availability in
traditional retail channels. The campaign comes to life as
pre-order begins today, following unprecedented demand and the
strongest pre-registration interest for any smartphone designed by
HTC. The new HTC One will be available nationwide at retail
stores through AT&T, Sprint and Best Buy on April 19, and through T-Mobile later this
spring.
(Logo:
http://photos.prnewswire.com/prnh/20120620/SF27968LOGO)
"We're establishing the U.S. brand identity for the new 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, vice president, marketing, North America, HTC Corporation. "The new HTC
One has already won numerous prestigious awards and accolades, but
consumers have yet to see it for themselves. 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."
Everything Your Phone Isn't™
Crafted with a distinct
zero-gap aluminum unibody, the new HTC One introduces HTC
BlinkFeed™, HTC Zoe™ and HTC BoomSound™, key new HTC
Sense® innovations that reinvent the mobile experience
and set a new standard for smartphones. HTC is taking the
breakthrough product directly to consumers with the HTC One Live
Experience Tour, bringing each unique innovation to life and
prompting consumers to compare the new HTC One to their current
phone experience.
The advertising features a similarly evocative theme positioning
the new smartphone to consumers as "Everything Your Phone
Isn't", with several deep integrations that highlight the
dynamic experiences of the device. The new advertising campaign
will run across a variety of media, including heavy rotation in
relevant national TV programming, print, digital media and mobile
advertising to include Pandora, Spotify, YouTube and Vevo.
In-market geo-targeted advertising will also be incorporated into
the HTC One Live Experience Tour.
The HTC One Live Experience Tour will appear in 11 major markets
across the U.S. and consists of three distinct executions: the HTC
BoomSound Lounge, HTC One Showrooms and HTC One Cinema
Experiences.
HTC BoomSound Lounge
The new HTC One introduces — for
the first time on a phone — front-facing stereo speakers with a
dedicated amplifier, as well as Beats Audio™ integration for rich,
authentic sound whether listening to music, watching a video or
playing a game.
Opening today, the HTC BoomSound Lounges bring the extraordinary
on-device audio experience to life at pop-up listening booths in
prominent locations in six major cities across the U.S.:
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.
In addition to product experiences, the BoomSound Lounges serve
as the connection for consumers to exclusive HTC concerts produced
by Live Nation. Performances by Pharrell in New York, Grouplove in Chicago and Manchester Orchestra in
Los Angeles will be limited to an
audience of 1,000 fans, creating an intimate, once-in-a-lifetime
experience for attendees. Consumers in those three markets can
visit the HTC BoomSound Lounges for the opportunity to receive
tickets to the concerts happening in their city. On April 19, all of the BoomSound Lounges across the
country will transform into listening and viewing locations for the
broadcast of one of the exclusive live concerts.
HTC One Showroom
Starting on April 11, HTC One Showrooms will begin appearing
in high-traffic malls across the U.S. where they will live for a
minimum of three months to create a playful, dynamic, digital space
for consumer interaction and entertainment. The HTC Showrooms are
built solely on the experiences of the new HTC One, placed where
people spend time shopping, dining and hanging out, and allow
engagement at their leisure. HTC Showrooms are popping up in eight
U.S. markets featuring interactive experiences and a plethora of
new HTC One smartphones for hands-on experiences: Atlanta, Chicago, Dallas, Houston, Los
Angeles, New York,
San Francisco, and Washington, D.C.
"HTC One Showrooms are taking the concept of a pop-up store to
different place by creating a large, playful, interactive exhibit
where we expect people to be entertained and have a new experience
with the HTC One at each visit. It gives them the chance to truly
immerse themselves in everything the phone offers at their own pace
– and delivers a different experience than a traditional retail
setting. We've created a mobility-powered playground that is good
for our consumers, and for our retail partners as we send informed
customers to their doors," said McGee.
- HTC BlinkFeed: The new experience that transforms the
home screen on the new HTC One into a single live stream of
personally relevant information is re-created in the HTC Showroom
as a larger-than-life interactive phone display that will provide
news updates to shoppers.
- HTC Zoe: The ability to shoot high-res photos that come
to life and transform the photo gallery into a living gallery will
be brought to the HTC Showroom as interactive touch screens
representing the on-device photo experience.
- HTC Sense TV™: HTC experts demonstrate how the new HTC
One transforms into an interactive program guide and remote control
to easily sort through and check all content on TV by selectable
categories.
HTC Live Cinema Experience
HTC is treating moviegoers to hands-on opportunities with the new
HTC One through live product demonstrations in the lobby of select
theaters and showing the latest commercial for the new HTC One on
the big screen. In the near future, HTC will add entertainment
content to the on-screen viewing experience in theaters and also
across key online and TV channels.
Availability
The highly anticipated new HTC One will be available
globally through more than 185 mobile operators and major retailers
in more than 80 regions and countries. In the United States, the new HTC One is
available today for pre-order online through AT&T, Sprint, HTC
and Best Buy in silver. Nationwide retail availability is as
follows:
- AT&T: Available on April
19th in silver and black with 32GB of memory for
$199.99, and in sliver with 64 GB of
memory for $299.99 with a two-year
commitment.
- Sprint: Available on April
19th in silver and black with 32GB of memory for
$199.99 with a two-year
commitment.
- T-Mobile: Available later this spring in silver with
32GB of memory.
- Best Buy: Available with service from AT&T and
Sprint in conjunction with wireless operator availability.
For more information about the new HTC One, visit
www.htc.com.
About HTC
Founded in 1997, HTC Corporation (HTC) is the creator of many
award-winning mobile devices and industry firsts. By putting people
at the center of everything it does, HTC pushes the boundaries of
design and technology to create innovative and personal experiences
for consumers around the globe. HTC's portfolio includes
smartphones and tablets powered by the HTC Sense® user experience.
HTC is listed on the Taiwan Stock Exchange (TWSE: 2498). For more
information, please visit www.htc.com.
SOURCE HTC Corporation
