Challenge:
The smart phone industry is an extremely competitive space with new products, applications and features being announced seemingly every minute. HTC had quietly become one of the world’s leading smart phone makers, with some of the industries best technology and products but little brand awareness. HTC made its name as the company behind many of the most popular operator-branded devices on the market, but now wanted to raise its own profile. HTC challenged Paradigm to help launch its newest product, the HTC Hero, and raise its brand awareness in Canada.
Strategy & Execution:
Paradigm’s strategy featured a media relations event and a loaner program for the new device supported with national media relations. The timing of all media relations coincided with HTC’s new advertising campaign, with the event being held on the day the campaign was going to air. Marketing and technology media were invited to attend the event and hear from the Executive Director of Marketing at HTC America and the General Manager at HTC Canada, as well as try out the Hero. The intimate setting gave media the chance to learn more about HTC, meet the Canadian team and test the new technology.
Results:
Dozens of marketing and technology media attended the event
The event and media relations results included:
53 stories including The Globe and Mail, itbusiness.ca, Access Magazine, and Mobilesyrup.com
Total Reach: 10,575,991