HTC teasing the One’s successor with humorous but cheesy “Technical Translations” videos
HTC chose not to formally announce their ‘All New HTC One’ at Mobile World Congress in February, instead opting to show off some mid range Desire branded handsets instead. While this left some people a little upset and wanting more, we had been warned that the real flagship unveiling would happen in March (the 25th to be exact).
With MWC out of the way, and an award for Best Smartphone of 2013 under their belt, HTC have now firmly set their sights on the early marketing campaign for the award winning flagship’s successor.
Personally I think it’s a shrewd move from HTC in leaving their announcement until later this month. It gives the market time to digest information on Samsung’s Galaxy S5 and Sony’s Xperia Z2, without risking a new HTC flagship getting lost in the mix.
We may also see a release schedule for a new iteration of the One a few months after these two competitors, again minimising the risk of sales being demolished by the overwhelming marketing power of both manufacturers.
Until the official announcement however, HTC are pushing the #HTCOneUp campaign across the usual social media channels, looking to ‘One Up’ the competition with a combination of timed-release technical information, promotional videos and tongue-in-cheek smack talk.
If you follow any of the major manufacturers on social media channels then you may have seen HTC’s recent presence become somewhat more personal, almost funny. I find this to be a great example of audience engagement and it shows that the company is making moves in the right directions to stay relevant.
The following YouTube videos are part of HTC’s ‘Technical Translation’ series, that jokingly portray detailed specifications without the jargon (after giving you the jargon from the ‘science guy’).
They’re definitely on the right side of cheesy, with a sense of knowing self-awareness about their silliness and down talk. I found them funny, especially the pixelated new flagship that pops up towards the end, although the definition of metal, at least in reference to music, might be a little off for my tastes…