HTC kicks off WOMM campaign for latest smartphone

04/8/2013 | Los Angeles Times (tiered subscription model)

Taiwan-based smartphone maker HTC launched a word-of-mouth-marketing campaign Friday aimed at getting its latest phone, the HTC One, into the hands of U.S. consumers. The company hopes to get users talking about the phone by opening temporary locations in 11 malls and at various tourist sites where consumers can play with the phone. "We think that viral word-of-mouth, in an age where there's so much media and so much marketing, is arguably more important" than traditional marketing, said HTC America President Mike Woodward.

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