HTC BoomSound Lounge Challenges Mobile Consumers
The HTC One BoomSound Lounge was a bold and playful execution that challenged the current mobile phone experience and offered consumers the opportunity to see, hear and hold the new HTC One smartphone before it became available in retail channels. It increased exposure for the phone’s proprietary features, got the phones into consumers’ hands, launched a buzz-worthy music marketing platform for generating earned media and p.r. buzz and leveraged influential artist content to drive sales and awareness.
The lounge was an oversized boom box that played on the HTC One’s BoomSound technology featuring Beats Audio. Outfitted with flat screens, lounge furniture and outgoing brand ambassadors who showcased the new smartphone, the lounge made a huge splash for two weeks in Atlanta, Chicago, Los Angeles, New York City, Philadelphia and San Francisco.
The pop-ups were part of an integrated campaign that included three HTC One concerts. Musicians Pharrell, Grouplove and Manchester Orchestra performed at HTC One Concerts in intimate venues in New York, Chicago and Los Angeles respectively. Each show featured prominent in-venue and on-stage signage, brand ambassadors, phone displays and demonstrations and on-stage HTC artist shout-outs. In addition, a custom HTC One microsite featured live streams of the three concerts, a FanTap online photo book that geo-fenced and displayed social media photos at each BoomSound lounge and concert, and a robust digital and social media campaign.
HTC received more than 12 million views of the concert live streams; 4.2 million consumers viewed the BoomSound Lounges and more than 18,000 engaged with the brand at the lounges.