This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
TheStreet Open House

HTC Teams Up With Robert Downey Jr.

Stocks in this article: AAPL BBRY

NEW YORK ( TheStreet) - Embattled smartphone maker HTC has teamed up with Hollywood actor Robert Downey Jr. to launch a new marketing campaign.

Dubbed 'The Change', the strategy "celebrates HTC's disruptive impact on the mobile industry", according to a statement released by the company early on Monday.

Downey Jr. has signed a two-year deal with HTC and will appear in an ad that will screen first on YouTube on Aug. 15, followed by TV and cinema slots. HTC has posted a 15-second teaser for the ad on YouTube.

HTC said that Downey Jr. worked closely with the company to shape the "creative direction" of the new ad campaign, which offers different interpretations of the HTC acronym. An app on the HTC Web site also lets people identify the most outlandish interpretations of the company name.

The first phase of the strategy will offer a "playful take" on the company's brand, according to HTC's statement. The second phase will highlight how HTC innovations have changed the mobile industry, while the third phase will focus on how HTC's products empower individuals "to drive change in their own lives".

The Taiwanese firm launched its flagship HTC One phone earlier this year, but faces increasingly stiff competition from the likes of Apple (AAPL - Get Report) and Samsung. Last month the company forecast a lack of profit this quarter.

HTC is not the first smartphone maker to bring in a celebrity to boost the profile of its products. Earlier this year, for example, BlackBerry (BBRY - Get Report) unveiled singer Alicia Keys as its new global creative director.

--Written by James Rogers in New York.

>To submit a news tip, send an email to: tips@thestreet.com.

Check Out Our Best Services for Investors

Action Alerts PLUS

Jim Cramer and Stephanie Link reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

Jim Cramer's protégé, David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
Try it NOW
Try it NOW
Try it NOW

Check Out Our Best Services for Investors

Dividend Stock Advisor

Jim Cramer's protégé, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
Try it NOW
Try it NOW
Try it NOW
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!

Markets

DOW 17,164.95 -251.90 -1.45%
S&P 500 1,994.99 -26.26 -1.30%
NASDAQ 4,635.24 -48.1670 -1.03%

Partners Compare Online Brokers

Free Reports

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs