HTC has enlisted actor Robert Downey Jr. for a two-year global marketing deal worth about $12 million to promote the Taiwanese company's smartphone brand, according to two people with knowledge of the plans.
Downey will feature in the campaign as himself, not the characters he plays in movies including Iron Man and Sherlock Holmes, and will have final say over creative elements, the people said, declining to be named because the talks aren't public. The maker of the slim, metal HTC One handset will likely feature Downey in television, print and billboard ads, they said.
The deal has not yet been officially announced, but the speculation is that Downey Jr. will have final creative say over the campaign and will not be portraying any characters but himself.
This is a good move by HTC. As good as the HTC One is, Samsung has been pouring money into marketing, which has been effective. The more HTC can brand itself and capture the public's attention, the better off they will be. An actor of Robert Downey Jr.'s caliber will help them do just that.
Source: Bloomberg
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