As part of a 2013 holiday campaign, mobile device manufacturer HTC — in partnership with social media integration company Aerva — collected and published more than 54,000 user-generated photos in Times Square, New York City over an 11-week period.
The campaign, which had the theme of “beautiful,” encouraged consumers across the U.S., U.K., China, Hong Kong and Taiwan to share their photos on social networks, through email and the HTC web site. Once photos were published on the Times Square billboard and HTC site, participants received a keepsake photo of themselves on the billboard.
“This campaign gave us a very unique and visible way to engage consumers directly while highlighting what we believe is the most beautiful smartphone on the market today,” said Ben Ho, CMO of HTC. “Aerva’s platform enabled us to harness consumer enthusiasm for the HTC One across five key markets in an interactive and innovative way.”
HTC tapped Aerva’s reporting and analytics platform to access valuable data on customer participation and grant prizes within each market. Winners of a regional sweepstakes were selected each week to receive an HTC One mobile phone. One special drawing was held between Christmas and New Year’s, giving all winners the chance to collect the grand prize: a 24K gold-plated HTC One, valued at $2,500.
“These days, consumers demand cohesive, multichannel branded social experiences that allow them to take part in their brands’ story, if they choose,” said Sanjay Manandhar, Founder and CEO of Aerva. “This campaign allowed HTC’s fans to express themselves creatively, become part of the campaign. We’re proud that our platform’s ability to seamlessly integrate social media, mobile interactivity and digital displays helped make that happen.”