The OnePlus 8 series went official this week and with it, a new ad from the company’s brand ambassador. Here’s a really fun ad for the OnePlus 8 series starring Robert Downey Jr.
Last summer, HTC signed a $12 million deal to bring Iron Man star Robert Downey Jr. on board as a brand ambassador, and today, the company announced its latest celebrity spokesperson. In a press release, HTC revealed today that it has signed Seattle Mariners 2nd baseman Robinson Cano to a multi-year brand ambassador agreement.
Poor HTC, they just can’t catch a financial break as the company warned its fourth quarter revenue will fall up to 15 percent below analyst estimates. The company briefed investors earlier today as it struggles to increase its estimated 2.6 percent of the global smartphone market.
HTC says they will look at releasing a broader product line, including more low-cost handsets as it aims for higher profitability into next year. “We’re looking at broader products in this quarter…we aim for higher volume into 2014 that will give better profitability,” company financial chief Chialin Chang said in the briefing, referring to more affordable smartphones. That move would be a sharp turnaround from HTC’s previous strategy of attempting to capture 20 percent of the high-end smartphone market in China.
Let’s be honest about HTC’s future and say that among other problems are marketing misfires that have cost the company mindshare. “Perhaps in the past we have not marketed ourselves that well,” Ben Ho, HTC’s chief of marketing, told Reuters in an October interview.
Is there anyone who ran out to purchase a HTC device based on the fact that Robert Downey Jr was peddling their products? I mean a tinfoil catamaran doesn’t exactly strike me as a winning formula for increasing sales. Ho would not rule out an increase to the marketing budget however, currently set around $1 billion. “We are in the process of tightening up and revamping a lot of things that we used to do.”
Unfortunately with the fourth quarter not looking to make things any better, HTC will need to explore more than just low-cost handset sales to try to win back the hearts and minds of customers flocking to Samsung products in droves. I’m not quite sure Iron Man is up to the challenge.
via Reuters
Samsung is predicting a record $9.4B profit for Q3 in its latest earnings guidance, on estimated revenues of $53.9B. While both figures are estimates rather than confirmed results, Samsung’s earnings guidance is usually pretty much spot-on. If confirmed, this will build on the company’s record numbers in Q2.
HTC, in contrast, reported its first ever loss, as it warned back in July. Its revenue of $1.6B was lower than even its lower-end forecast, and it lost $101M – the company’s first ever loss in its 16-year history.
Bloomberg attributes the wildly differing performances to sales of mid-market handsets in growth markets like India and China.
While HTC has focused a revival on its flagship One handset and $12 million marketing deal with actor Robert Downey Jr., Samsung has expanded its range of mid-priced smartphones such as the Galaxy Golden and S4 Mini to capture sales in China and India …
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http://www.youtube.com/watch?v=OVE1OcfB1E4
HTC’s rebranding campaign, teased a couple of days ago, is not off to a good start …
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It’s no secret that HTC does not have the marketing budget of a company like Apple or Samsung, but according to a report, it has inked a deal that will greatly increase its commercial marketing presence. HTC is prepping a substantial two-year marketing campaign with Iron Man star Robert Downey Jr, according to two sources speaking with Bloomberg. The deal is reportedly worth $12 million and will include television spots, as well as print and billboard advertisements. Downey will have a say in all decisions and maintain a level of creative control.
The campaign will feature Downey as himself, not any of the characters he has portrayed in films.
Downey will feature in the campaign as himself, not the characters he plays in movies including Iron Man and Sherlock Holmes, and will have final say over creative elements, the people said, declining to be named because the talks aren’t public. The maker of the slim, metal HTC One handset will likely feature Downey in television, print and billboard ads, they said.
