First off, HTC is really off to making something big – a big change! They changed the abbreviation of the HTC from High Tech Corporation to Here’s To Change for its new marketing campaign that costs $1 billion (yes, a whole billion!), featuring the superstar Robert Downey Jr., also known as the Iron Man.
HTC just confirmed that they signed a two-year deal with Mr Iron Man, it’s even confirmed that the #HTChange campaign will last for an entire 24 to 36 months. Engadget got a good summary of the ad campaign, which will 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.”
Pretty smart with a play on words to get a hold on their HTC name here. HTC is indeed trying to drill in the name to become a brand that everyone knows in mind. Also, here’s another video – presumably a sequel – to the video that was uploaded a few days ago.
Maybe now HTC can stand for Halt That Car, that’ll be useful in those typical American car chase scenes.