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HTC ropes in Iron Man star Robert Downey Jr for $12 million marketing blitz

HTC ropes in Iron Man star Robert Downey Jr

HTC is all set to launch a comprehensive two-year marketing campaign with Iron Man star Robert Downey Jr taking centre stage, according to sources that spoke to Bloomberg. The deal will cover most AV mediums like television, print and billboard advertising across the world, and is reportedly worth $12 million. Downey Jr will have some level of creative control on the content being showed.
Despite the positive responses that the company is getting for its latest offering, the One smartphone, HTC has definitely been struggling to match up with rival Samsung in terms of marketing and reach. The high profile departures that were reported earlier have not helped the company either. HTC was earlier reported to have sold around five million One phones since its March launch. However, this number seems relatively less when compared to Samsung’s Galaxy S4, which sold 10 million smartphones within a month of its launch.

HTC signs up Iron Man star Robert Downey Jr for 2 year marketing deal (image credi: Walt Disney Pictures)

HTC signs up Iron Man star Robert Downey Jr for 2-year marketing deal



Chief Marketing Officer Ben Ho is of the opinion that the company is not being loud enough while talking to the press. The CMO also added that the company is looking at revamping the “Quietly Brilliant” tagline, replacing it with a campaign that will revolve around “bold”, “authentic” and “playful” as keywords.


An HTC spokesperson Bloomberg, while talking to a, were told that the company, as of now, has nothing new to say, but reiterated that the One smartphone was getting really positive feedback from both the media and consumers. According to the spokesperson, “Anyone with a penchant for metal should be able to appreciate its appeal.”


HTC isn’t a complete stranger when it comes to using a celebrity as a spokesperson for products. The company launched its One smartphone with a commercial that featured James Van Der Beek of Dawson’s Creek fame. And Downey Jr seems to be a good bet as well, because the star has appearances assured in both the second and third Avengers movies, according to Marvel. The first sequel is lined up for release on May 1, 2015.



  1. are they the same thing cause im getting the htc dimond with the keyboard and are the good phones?? are they like iphones??

  2. Im searching for a great phone on contract in the beginning i’d phone nokia x6 but individuals are saying it’s shoddy quality and is not well worth the cash. Then your HTC’s caught my attention. Which is much better, help knowing? Thanks.

  3. I am talking about their both good stars. But what is your thinking?

  4. Im somewhat unclear about his mustache cuz he’d the entire “Holmes” mustache goin on for the building of the film and today its gone (i am not worrying thats its gone cuz he looks georgous) why would he shave it now? was he just seeing if he could grow a mustache like A Virtual Detective? or wat?

    im somewhat unclear about that

  5. Scot Campobasso

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