HTC One X from AT&T — Integrated Campaign

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Created: 07/15/12
Last Edited: 04/30/14
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Description
PROJECT DATE: 2012
IN-HOUSE: AT&T
HTC One X product launch — Includes examples of eCom, Video, Social, and Transmedia. With BeatsAudio built in, this is also a great example of how related accessories tie into the campaign.
  • FEATURE FOCUS: Superior sound quality with built in BeatsAudio technology
  • HOMEPAGE MARQUEE — 30 Day Post Device Launch with Feature Video

  • PRODUCT DETAILS LANDING PAGE — Editorial style key features summary
  • ACCESSORY INTEGRATION — Take advantage of cross-sale opportunities with top selling accessories
    Example: Beatbox Portable Speaker is designed to sync perfectly with the HTC One X
  • This all connects to related work from other channels and vendors:
  • AT&T NETWORK — 'Its What You Do with What We Do' Brand Messaging in Broadcast & Social Media
  • HTC COOP BROADCAST ADVERTISING — Produced by HTC, TV media paid for by AT&T.
    Supports both 'Amazing Camera' and 'Its What You Do with What We Do' Brand Messages
  • FOX PARTNERSHIP — AT&T products and technology are written into the scripts (not just placed in after the fact) for the TV show TOUCH, a recent series created by Tim Kring and starring Kiefer Sutherland. This marketing initiative was inspired by the ideas and commitment the people of AT&T demonstrate every day in driving innovation and striving to make Rethink Possible a reality, not just a tagline.
  • Here’s more information about some of the story line innovations featured in the series:
    AT&T Translator — as featured in “Touch,” where language is no longer a barrier
    Air Graffiti — leave messages “in the air” and experience augmented reality
    Image Recognition — two-way communication now possible in digital signage
  • TRANSMEDIA — Daybreak was created as an original drama 'webisode' series that spins off from the popular Touch TV series. AT&T and BBDO developed this series with Heroes creator Tim Kring to give our customers a new way to experience our brand and innovation story across multiple layers of media. 
    Learn More

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