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HTC 10

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“Mobile made brilliant.”

HTC 10

In a crowded market full of the usual suspects, HTC launched their latest flagship smartphone with an unexpected backstory. The story of total obsession.

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OBSESSION TO THE POWER OF 10

The HTC 10 promised to put HTC on the mobile map again. But they needed to get the word out in an eye-catching way. Something unexpected. Highly functional. And delightfully nerdy.

That’s where Tether came in.

We crafted a story to shift perception and position HTC as a brand by makers, for makers. The kind of people who go deep on the details. Working nights and weekends. Stopping at nothing to refine the quality, design and performance of their flagship device.

A PEEK BEHIND THE SCREEN

To tell the story of obsession, we produced four behind-the-scenes videos with top designers and engineers at HTC. Then we featured the content in an immersive, interactive lab. Visitors could explore the site in any direction—up, down, left or right—discovering hidden gems with the wave of a mouse (or tap of a finger).

htc.com/thelab

RESULTS

Media Coverage (4 days following launch):

+ 1,967,285,981 total reach

+ 989 total online stories

Website Analytics:

+ 52% of visits from the first 4 hours (24 hours)

+ 25% of visits on day one (30 days)

+ 47% of visits came from direct

+ 23% of visits came from social media

PRESS

EDITORS’ CHOICE 2016 – Android Authority

HTC BUILDS THE BEST ANDROID FLAGSHIP OF 2016 – Ars Technica

MASHABLE CHOICE 2016: HTC 10 IS AS GOOD AS SMARTPHONES GET – Mashable

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