Project: HTC Interactive DOOH Campaign
Client: HTC
Submitted by: Aerva


Click here to see photos from the deployment.

Aerva, a leading solution provider for integrating social media and user-generated content into marketing campaigns, announced that it partnered with HTC in a very successful global social and digital media campaign promoting the highly rated HTC One during the holiday season. Using the theme of “beautiful” which pays homage to the HTC One’s design, the campaign allowed participants to have their photo posted on a Times Square billboard and then receive an image of their photo in iconic Times Square as a digital keepsake.

HTC Corporation, a Taiwan-based creator of cell phones, tablets, and other mobile devices, wanted to launch a campaign for HTC One, a popular smartphone, to drive engagement and sales. The campaign strategy was to incorporate social media and user-generated content in a way that cut through the typical social media chatter. The campaign needed to work in several markets with varying cultures and include a personal element that would encourage individual connections to the brand.

Product Description & Timeframe:
The HTC One digital campaign, which had a theme around “beautiful” (referring to the phone's design), asked consumers in China, Taiwan, the UK, and United States to submit personal photos of themselves, friends, family, pets, or anything they deemed beautiful via email, HTC's website, and social media sites including Twitter and Chinese-based Weibo and Wiexen.

“The campaign went to another level because of its multichannel nature,” says Sanjay Manandhar, founder and CEO of Aerva, a mobile-connected digital signage company that HTC worked with for the campaign. “These days, consumers demand cohesive, multichannel branded social experiences that allow them to take part in their brands' stories.”    

Aerva powered the 11-week campaign and displayed select user photos on billboards in New York's Times Square and on “The campaign gave us a unique and visible way to engage consumers,” says Ben Ho, CMO of HTC.    

Adding to the momentum, participants received a Digital Keepsake, an image of their photos as displayed in Times Square.

“The campaign skyrocketed because of the Digital Keepsake,” Manandhar says. “Having proof that your picture was displayed in Times Square makes friends want those pics and continue sharing them.” The campaign culminated with a substantial HTC One giveaway:  a holiday season drawing awarded a few chosen customers 24-carat gold plated HTC phones worth $2,500 each.  HTC gave two of those phones to winners in the U.S.

Users actively engaged in a photo sharing digital campaign that allowed them to make personal connections to the brand. Consumers shared more than 54,000 photos through multiple platforms.

“People love [the campaign's] emotive nature. It's a very emotive thing to have your personal photos displayed anywhere, especially in a place like Times Square,” Manandhar says. And the same principal can work for smaller businesses, he adds. “Lots of small brands have smaller screens of their own, LCDs in retail locations for example. Small businesses can replicate the campaign with their resources.”    

The HTC One campaign continues to live on as selected pics are housed in the Keepsake Gallery on As a result of the campaign, HTC amassed a collection of personal, actionable data, such as email addresses and Twitter handles.

 Judges Comments 
  • What a clever way to introduce consumers to HTC's technology. The fact that HTC received over 54,000 entrants speaks to the effectiveness of the campaign and its ability to draw people in.
  • Effective campaign and good use of public viewed screens.
  • Very solid example of simplicity. The creative solution is quite common, yet the execution set this deployment apart. Keeping consumer engagement AND brand business issues top of mind. This deployment played to best practices of social engagement for the consumer and real-time analytics needs for HTC for solid results in both areas.
  • Good implementation. Great way to tie in people with the returned pic of their image up in Times Square.
  • Allowing submissions from multiple countries to display on Times Square signage was a good idea. It looks like there was a positive customer response, with the 54,000 submissions.
  • Good application (similar to other large-form display - mobile interfaces. This will generate good PR profile and I agree, is a good demonstration of what could apply to other brand campaigns and networks, (such as corporate and manufacturing, sports, festivals, etc.)

Our members are among the most prominent and respected suppliers of digital signage, kiosk, self-service and mobile technology solutions.

Request project help from DSA members

“Participating in the Digital Screenmedia Association enables us to keep a pulse on the industry. It gives us access to a wealth of experts to share ideas and enables us to build more effective solutions for our clients.”

Brian Ardinger
Entrepreneur in Residence
NUtech Ventures, Inc.

Tweets by @iDigScreenmedia

Digital Screenmedia Association | 13100 Eastpoint Park Blvd. Louisville, KY 40223 | Phone: 502-489-3915 | Fax: 502-241-2795



Website managed by Networld Media Group