Troubled smartphone maker HTC is not giving in yet. It used the Samsung Galaxy S4 launch event to stage a guerrilla marketing event of its own. HTC can’t take on Samsung in a set piece battle or in a war of attrition, but it seems eager to fight on the landing grounds, in the fields and in the streets. The streets of New York that is.
HTC did not use Spitfires and Hurricanes, it resorted to an even more potent marketing weapon – lovely ladies handing out HTC One samples. Sometimes a friendly smile works better than a Vickers machine gun. HTC let the crowd try out its new flagship phone at the sidelines of Samsung’s Unpacked 2013 event and it offered a $100 rebate for anyone who trades in their old phone, reports Business Insider.
Samsung held two separate events in New York, one for the media and one for consumers. Apparently HTC chose to target the latter. It is unclear how many consumers fell for it, but in our opinion the HTC One has what it takes to slug it out with Samsung’s Galaxy S4. Sadly though, HTC lacks hundreds of millions of dollars to take on Samsung’s hype machine and hype is proving more important than actual products.
HTC is down, but it is not out. And if the HTC One fails we will sink into the abyss of a new dark age made more sinister, and perhaps more protracted, by the lights of perverted Samsung science.
HTC is not the only Android outfit that chose not to yield to the apparently overwhelming might of the enemy. LG took out a few cleverly placed ads, trolling Samsung’s SIV ads in New York as well.