Chris Reed
Mar 14, 2012

HTC's alien Men in Black brand partnership

The hype for the new Men in Black III (MIB3) movie is well underway. HTC mobile have created a brand partnership with the film linked to driving sales and associating the brand with what they ...

HTC's alien Men in Black brand partnership

The hype for the new Men in Black III (MIB3) movie is well underway. HTC mobile have created a brand partnership with the film linked to driving sales and associating the brand with what they would consider to be a cool film.

The last film was terrible so it will be interesting to see whether the new film is just a money making exercise of more of the same.

http://www.htc.com/mib3/

HTC  have launched press adds in Asia with the strapline of “buy any HTC device and you could stand a chance to win a once in a lifetime trip to the US for the premier’….presumably that would be three times in a lifetime as they probably ran something similar for the previous two films!

Some of the imaging of the film look more like The Matrix than MIB but hey there’s a new Matrix film out soon too….maybe they'll do that one too and kill two birds with one stone.....actually come to think about it has anyone actually seen The Matrix and Men in Black in the same room together.....spooky....i digress....

http://www.youtube.com/watch?v=RiweqN78BVU&feature=player_embedded

The IT Show 2012 in Singapore is getting in on the act and giving away an exclusive MIB3 leather pen when you buy an HTC Rhyme or HTC Radar (they forget to name one the HTC Reason…..). If you don’t win the main prize then you stand the chance to win prizes included a roundtrip air ticket for Bangkok-Phuket route plus 3-day 2-night hotel package at Evason Phuket (no i don't know the connection between Phuket and Men in Black...maybe it's full of aliens there too....and not just the ones from the Philippines....) and 500 units of free movie tickets to see MIB3.

The HTC strategy is to focus more on lifestyle marketing seeking opportunities to highlight the HTC pghones to new consumers. HTC

have seen that an entertainment activity is something that can easily reach to the target consumers. HTC wish to communicate that they’re devices are not just for business but for pleasure too and what better of connecting people that by watching movies and sharing trailers on your mobile goes their thinking.

Interestingly this is a Sony film and full of gadgets and was presumably offered to the newly rebranded Sony Mobile first.......

Tags

Related Articles

Just Published

2 days ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

2 days ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

2 days ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

2 days ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.