The challenge – Creating a buzz in the twittersphere about the launch of a new smartphone with absolutely no ad spends.
The strategy – Create hype about the launch as teasers which generate curiosity in the minds of the consumers before the launch.
The hashtag – #htcPursuitOfBrilliance.
On the launch day, the event was live tweeted and various thought leaders, fans and consumers joined in.
As a result, the twitter was abuzz with conversations around #htcPursuitOfBrilliance.
The outcome – 6.2 Million+ Impressions on Twitter
Major newspapers featured teasers that were sent out on social media.
The brand engagement enabled the brand to amongst the top 5 most engaging brands on social media.
All this happened, organically as we were successful in mobilising thought leaders and passionate consumers.