Samsung's Android dominance sent the profits of fellow smartphone manufacturer HTC into a nosedive, but the company is betting big on a new marketing campaign featuring the actor best known for portraying Iron Man, Robert Downey Jr.
In the first of a series of new advertisements, Downey advises the company, which was originally named High Tech Computers Corporation, to change its name to "Humongous Tinfoil Catamaran," and future commercials will see the actor recommend the names "Hipster Troll Carwash" and "Hold This Cat." The campaign will officially kick off on Aug. 15, when it will hit a variety of media platforms, including television, social media and more.
HTC says the campaign will last two to three years, with the first phase of ads touting the company's name. The second phase will tout features of the company's smartphones, such as its BoomSound speakers, while the third phase will focus on how the company's devices "empower individuals to drive change in their own lives." According to Engadget, an HTC representative said the company is investing about $1 billion in this advertising campaign alone, which equates to HTC's entire budget for global marketing last year.
The campaign comes at a unique point for HTC, as the company is predicting Q3 2013 will mark its first quarterly loss ever. HTC's recently released One smartphone received positive reviews, though its Android market share remains well behind Samsung. The company also competes in the Windows Phone market, where it is a distant second to Nokia.