Check out Adweek’s coverage of Aerva’s HTC Campaign
Consumers Worldwide Submit Over 54,000 Images in Multi-Faceted Times Square Photo Sweepstakes for a Chance to Win a 24K Gold Plated HTC One®
Aerva, a leading solution provider for integrating social media and user-generated content into marketing campaigns, announced that it partnered with HTC in a very successful global social and digital media campaign promoting the highly rated HTC One during the holiday season. Using the theme of “beautiful” which pays homage to the HTC One’s design, the campaign allowed participants to have their photo posted on a Times Square billboard and then receive an image of their photo in iconic Times Square as a digital keepsake.
“This campaign gave us a very unique and visible way to engage consumers directly while highlighting what we believe is the most beautiful smartphone on the market today,” said Ben Ho, Chief Marketing Officer of HTC. “Aerva’s platform enabled us to harness consumer enthusiasm for the HTC One across five key markets in an interactive and innovative way.”
Working in conjunction with HTC’s marketing and agency teams, Aerva powered the 11-week campaign through the Aerva platform across the US, UK, China, Hong Kong and Taiwan. Over the course of the campaign, users submitted over 54,000 “Beautiful” photos via social media (Twitter, Weibo and Wiexin), email and through HTC’s website. Once moderated, approved photos were displayed on a Times Square billboard and posted to HTC.com, while a Digital Keepsake (digital image of the consumer’s photo displayed on the billboard) was sent back to the submitter. The campaign covered such high-traffic times as the holiday season, including New Year’s Eve, and Super-Bowl festivities in New York City.
Aerva’s reporting and analytics platform allowed HTC to grant prizes within each market and provided HTC with valuable insight on its customers and the campaign’s activity. Each market’s submissions were entered into regional drawings, where each week one lucky winner was selected to receive and HTC One, with a special drawing around Christmas and New Year’s for those winners to receive a 24K gold-plated HTC One phone worth over $2,500.
Aerva’s Digital Keepsake capability extended the reach of the campaign and provided real consumer engagement with a shareable photo of their picture displayed in Times Square and a post to the Keepsake Gallery on HTC’s website.
“These days, consumers demand cohesive, multichannel branded social experiences that allow them to take part in their brands’ story, if they choose,” said Sanjay Manandhar, Founder and CEO of Aerva. “This campaign allowed HTC’s fans to express themselves creatively, become part of the campaign. We’re proud that our platform’s ability to seamlessly integrate social media, mobile interactivity and digital displays helped make that happen.”
Aerva’s marketing technology software platform helps brands and agencies engage customers one-on-one by incorporating interactivity into their multi-channel campaigns. This SaaS platform integrates social and user-generated content across clients’ Paid, Owned and Earned media channels, to provide a cohesive and engaging personal brand experience for consumers. Aerva’s platforms offer a suite of software and services for creating, managing, delivering compelling content and experiences across digital media channels. Recent clients include Taco Bell, Beats by Dre, P&G, and Viacom. Aerva was born out of MIT and raised in Cambridge’s Central Square. For more information visit www.aerva.com.
Founded in 1997, HTC Corporation (HTC) is the creator of many award-winning mobile devices and industry firsts. By putting people at the center of everything it does, HTC pushes the boundaries of design and technology to create innovative and personal experiences for consumers around the globe. HTC’s portfolio includes smartphones and tablets powered by the HTC Sense® user experience. HTC is listed on the Taiwan Stock Exchange (TWSE: 2498). For more information, please visit www.htc.com.