A new campaign for the HTC One positions the smartphone as "Everything your phone isn't." The company plans to double its marketing outlay with a television and print as well as an experiential campaign featuring pop-up booths, BoomSound Lounges and showrooms in 11 cities. "[Customers] are looking for discovery. We think setting [the HTC One] in their hands is a key to the purchase experience," says Erin McGee, HTC's vice president of marketing for North America.
HTC wants to put its One smartphone in consumers' hands