HTC Challenges Consumer Expectations With New HTC One® Live Experience Tour

 HTC Challenges Consumer Expectations With New HTC One® Live Experience Tour

Tour Launches Across the Country to Show Consumers the New HTC One Is
"Everything Your Phone Isn't"

PR Newswire

BELLEVUE, Wash., April 5, 2013

BELLEVUE, Wash., April 5, 2013 /PRNewswire/ --HTC, a global leader in mobile
innovation and design, today introduced the company's integrated U.S.
marketing campaign launching its new flagship smartphone, the new HTC One. The
campaign challenges the current mobile phone experience with a bold and
playful execution, and offers consumers the opportunity to see, hear and hold
the new smartphone before nationwide availability in traditional retail
channels. The campaign comes to life as pre-order begins today, following
unprecedented demand and the strongest pre-registration interest for any
smartphone designed by HTC. The new HTC One will be available nationwide at
retail stores through AT&T, Sprint and Best Buy on April 19, and through
T-Mobile later this spring.


"We're establishing the U.S. brand identity for the new HTC One as an
innovative, stunning product with a full-metal design and a clear difference
in experiences from any previous, or recently announced smartphone," said Erin
McGee, vice president, marketing, North America, HTC Corporation. "The new HTC
One has already won numerous prestigious awards and accolades, but consumers
have yet to see it for themselves. We are changing that, starting today, by
delivering unique and highly relevant experiences on city streets, in suburban
malls, and at hundreds of movie theaters that brings the product to life
through an authentic connection with the consumer."

Everything Your Phone Isn't™
Crafted with a distinct zero-gap aluminum unibody, the  new HTC One 
introduces HTC BlinkFeed™, HTC Zoe™ and HTC BoomSound™, key new HTC Sense^®
innovations  that reinvent the mobile experience and set a new standard for
smartphones. HTC is taking the breakthrough product directly to consumers with
the HTC One Live Experience Tour, bringing each unique innovation to life and
prompting consumers to compare the new HTC One to their current phone

The advertising features a similarly evocative theme positioning the new
smartphone to consumers as "Everything Your Phone Isn't", with several deep
integrations that highlight the dynamic experiences of the device. The new
advertising campaign will run across a variety of media, including heavy
rotation in relevant national TV programming, print, digital media and mobile
advertising to include Pandora, Spotify, YouTube and Vevo. In-market
geo-targeted advertising will also be incorporated into the HTC One Live
Experience Tour.

The HTC One Live Experience Tour will appear in 11 major markets across the
U.S. and consists of three distinct executions: the HTC BoomSound Lounge, HTC
One Showrooms and HTC One Cinema Experiences.

HTC BoomSound Lounge
The new HTC One introduces — for the first time on a phone — front-facing
stereo speakers with a dedicated amplifier, as well as Beats Audio™
integration for rich, authentic sound whether listening to music, watching a
video or playing a game.

Opening today, the HTC BoomSound Lounges bring the extraordinary on-device
audio experience to life at pop-up listening booths in prominent locations in
six major cities across the U.S.: 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.

In addition to product experiences, the BoomSound Lounges serve as the
connection for consumers to exclusive HTC concerts produced by Live Nation.
Performances by Pharrell in New York, Grouplove in Chicago and Manchester
Orchestra in Los Angeles will be limited to an audience of 1,000 fans,
creating an intimate, once-in-a-lifetime experience for attendees. Consumers
in those three markets can visit the HTC BoomSound Lounges for the opportunity
to receive tickets to the concerts happening in their city. On April 19, all
of the BoomSound Lounges across the country will transform into listening and
viewing locations for the broadcast of one of the exclusive live concerts.

HTC One Showroom
Starting on April 11, HTC One Showrooms will begin appearing in high-traffic
malls across the U.S. where they will live for a minimum of three months to
create a playful, dynamic, digital space for consumer interaction and
entertainment. The HTC Showrooms are built solely on the experiences of the
new HTC One, placed where people spend time shopping, dining and hanging out,
and allow engagement at their leisure. HTC Showrooms are popping up in eight
U.S. markets featuring interactive experiences and a plethora of new HTC One
smartphones for hands-on experiences: Atlanta, Chicago, Dallas, Houston, Los
Angeles, New York, San Francisco, and Washington, D.C.

"HTC One Showrooms are taking the concept of a pop-up store to different place
by creating a large, playful, interactive exhibit where we expect people to be
entertained and have a new experience with the HTC One at each visit. It gives
them the chance to truly immerse themselves in everything the phone offers at
their own pace – and delivers a different experience than a traditional retail
setting. We've created a mobility-powered playground that is good for our
consumers, and for our retail partners as we send informed customers to their
doors," said McGee.

  oHTC BlinkFeed: The new experience that transforms the home screen on the
    new HTC One into a single live stream of personally relevant information
    is re-created in the HTC Showroom as a larger-than-life interactive phone
    display that will provide news updates to shoppers.
  oHTC Zoe: The ability to shoot high-res photos that come to life and
    transform the photo gallery into a living gallery will be brought to the
    HTC Showroom as interactive touch screens representing the on-device photo
  oHTC Sense TV™: HTC experts demonstrate how the new HTC One transforms into
    an interactive program guide and remote control to easily sort through and
    check all content on TV by selectable categories.

HTC Live Cinema Experience
HTC is treating moviegoers to hands-on opportunities with the new HTC One
through live product demonstrations in the lobby of select theaters and
showing the latest commercial for the new HTC One on the big screen. In the
near future, HTC will add entertainment content to the on-screen viewing
experience in theaters and also across key online and TV channels.

The highly anticipated new HTC One will be available globally through more
than 185 mobile operators and major retailers in more than 80 regions and
countries. In the United States, the new HTC One is available today for
pre-order online through AT&T, Sprint, HTC and Best Buy in silver. Nationwide
retail availability is as follows:

  oAT&T: Available on April 19th in silver and black with 32GB of memory for
    $199.99, and in sliver with 64 GB of memory for $299.99 with a two-year
  oSprint: Available on April 19^th in silver and black with 32GB of memory
    for $199.99 with a two-year commitment.
  oT-Mobile: Available later this spring in silver with 32GB of memory.
  oBest Buy: Available with service from AT&T and Sprint in conjunction with
    wireless operator availability.

For more information about the new HTC One, visit 

About HTC
Founded in 1997, HTC Corporation (HTC) is the creator of many award-winning
mobile devices and industry firsts. By putting people at the center of
everything it does, HTC pushes the boundaries of design and technology to
create innovative and personal experiences for consumers around the globe.
HTC's portfolio includes smartphones and tablets powered by the HTC Sense®
user experience. HTC is listed on the Taiwan Stock Exchange (TWSE: 2498). For
more information, please

SOURCE HTC Corporation

Contact: +1-425-638-7000,
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