Ну, в общем как-то так... стратегия!
The entire “Change” campaign should cover the span of 24 to 36 months, during which it’ll be split into three phases. As part of the first phase, come Thursday a whacky two-minute TV ad will begin to air in key markets, featuring Downey and his fellow actors blurting out what “HTC” could stand for — “Humongous Tinfoil Catamaran,” “Hipster Troll Carwash,” “Hold This Cat” and more — in order “to invoke interest and talkability amongst consumers.”
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“Humongous Tinfoil Catamaran”


“Hold This Cat”


“Hipster Troll Carwash”

HTC has revealed its new global brand strategy, “Here’s To Change”, signing up Iron Man star Robert Downey Jr. as the new face of the struggling smartphone company. The deal will see Downey Jr. not only represent HTC in advertising over the next two years but, the company claims, use the actor’s “own style” in its marketing worldwide, including cooking up different variations on the HTC acronym.
There’ll also be “an innovative new approach that will transform the industry” as part of the new “Change” campaign, part of which will include spending HTC’s advertising budget more wisely and in a more targeted way. That will mean weighting it toward movie theaters as well as through online and digital media.
HTC says the first full commercial featuring Robert Downey Jr. will be shown on August 15, though it has a quick fifteen second teaser to whet the appetite. Whether the celebrity mouthpiece and the renewed enthusiasm from the firm is enough to help its share price and sales remains to be seen.
Источники: Engadget, Slash Gear