HTC One marketing tour of the U.S. gets underway on April 11

In the United States, HTC’s marketing effort for the One will include the HTC One Live Experience, an integrated campaign through which the company is planning to bring its new flagship smartphone closer to potential buyers.
Considering the dismal financial results that HTC announced today, the company has every reason to hope the new smartphone sells well, and it’s doing its best to boost marketing, as new Chief Marketing Officer Benjamin Ho has promised.

Getting back to the HTC One Live Experience, it must be said that its slogan will be “Everything Your Phone Isn’t”. While it remains up to consumers to decide whether that’s, as the One’s marketing slogan says, “authentic and playful”, the slogan it certainly is bold. The campaign will include 11 U.S. markets and will have three directions: HTC BoomSound Lounge, HTC One Showrooms and HTC One Cinema Experiences.
HTC One Showrooms will be coming to malls in eight cities, namely Atlanta, Chicago, Dallas, Houston, Los Angeles, New York, San Francisco, and Washington, D.C and they will be showcasing the new flagship’s features, including BlinkFeed, Zoe and SenseTV. Large interactive phones and touchscreens will be used to bring users up close with the new features, just  like HTC did when the One was presented to people in Times Square during the Samsung Galaxy S4 launch event.

Concert experiences

BoomSound Lounge will demonstrate the HTC One’s sound features using listening booths, which will be coming to locations in six cities: 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. That’s not all, though – those who visit said lounges can win tickets to three concerts from Pharell in New York, Grouplove in Chicago and Manchester Orchestra in Los Angeles. Those less lucky will be able to view the concerts in live streaming at the BoomSound Lounges.
Last but not least, HTC Live Cinema will allow moviegoers to try out the HTC One’s features in theater lobbies (HTC has not yet specified which theaters), as well as to watch the latest One ad on the big screen, with the company promising to bring more content to the big screen, as well as online and TV channels in the future.
It would seem that HTC is doing all it can to keep up with Samsung’s marketing efforts (Samsung is opening Experience Shops in 1400 Best Buy locations, among other things).
Do you think HTC’s marketing for the HTC One will help make it a hit?

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