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.
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....
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.......