Competition is fierce in the world of smartphones, so when HTC Canada wanted to create buzz and drive sales of the new HTC One, the company turned to Say Media to put together custom content that would not only teach its target customers about the benefits of the phone but also show the HTC One in use by some of their favorite influencers. After all, talk is cheap, but genuine advocacy is priceless.
Talk is cheap, but genuine advocacy is priceless.
To connect with trendsetters, Say Media chose eight dynamic editors across our tech, food and style channels to create a variety of custom articles, contests and social media posts that showcased the benefits of the HTC phone as they best related to that editor’s passions and expertise.
Technology sites such as Android and Me, gdgt and The Wirecutter wrote product reviews based on personal experience and answered Q&As about the phone from their readers. Readers appreciate firsthand knowledge on the latest gadgets, proven by the fact that more than 1,000 of Android and Me’s readers submitted questions for the Q&A and almost 2,000 of The Wirecutter’s readers clicked out to HTC’s site to learn even more about the phone.
The Foodess showed how the HTC One is perfect for capturing every step of a complex recipe creation and got her readers involved by asking them to enter her Delicious-in-Focus contest by sharing photos of their favorite homemade meal for a chance to win an HTC One and dinner for four cooked by a private chef. The Foodess was so wowed by the entries that she added a second post showcasing her favorite photos even though it wasn’t in her contract.
Canadian-based style sites such as Trend Hunter, The Style House, The Marcus Troy Experience and Casie Stewart: This Is My Life used their HTC One phones to take gorgeous photos of the hottest trends and other things that inspire them. This was a huge success and encouraged readers to comment on the stunning camera and video capabilities.
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“My Life: Grand Prix Montreal With My HTC ONE”
on The Marcus Troy Experience
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“HTC One Summer Trends — Bold Pink”
on The Style House
Amplification of the custom content via Twitter, Facebook and Pinterest showed that social can never be underestimated; the 25 custom posts resulted in 23,690 social interactions. Custom AdFrames, mobile and tablet units successfully engaged Say Media’s extensive network.
Authentic custom content, passionate editors, engaged audiences and a smartphone that does it all — that’s something worth talking about.