Dive Summary:
- HTC announced the launch of a $1 billion marketing campaign Monday.
- The massive campaign stars "Iron Man" actor Robert Downey Jr., who the Taiwanese phone maker signed to a two-year deal worth $12 million.
- The campaign, titled "Change," will last for at least two years and is meant to keep HTC in the spotlight alongside market leaders Apple and Samsung.
From the article:
... The campaign will involve a wide variety of possible HTC acronyms. In an ad that's viewable now on YouTube, and at the top of this page, Downey is heard saying "Humongous Tinfoil Catamaran." HTC's website is also currently displaying an HTC acronym generator.
The marketing campaign will formally launch on Thursday with a series of ads on a number of media outlets, according to HTC.