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HTC promises "swag" in exchange for positive U11 publicity to VIP community members

HTC promises "swag" in exchange for positive U11 publicity to VIP community members Say you're a phone manufacturer in pretty bad financial trouble, but you've just released a flagship which desperately needs promoting. What do you do – do you produce an expensive, risky marketing campaign, or do you simply get your community to do it for you on the cheap? Well if you're HTC, it's the latter, it seems: a recent post to HTC elevate, an official, invite-only community for HTC fans, calls on its members to defend the U11 in comment sections and on social media, in exchange for "swag".

Or in other words, astroturfing. From Wikipedia:

The image (as seen on the top of the article) originates from a reddit thread, meaning you should technically take it with a grain of salt – though HTC is no stranger to alternative forms of marketing:

HTC's Sense Home has been known to occasionally push ads to its users via notifications (as well as through BlinkFeed), with the most recent example being advertising the U11 to One M8 users in Australia (see image on the right).

But as for this particular post: it's got some pretty interesting wording, to say the least. It urges the community to "mobilize and combat" negative press and "post regularly". And in exchange, the poster promises: "I'll send some swag goodies here and there!"

This doesn't seem to be a new development, however: one of the bullet points on HTC elevate's website clearly states the service offers "opportunities to partner with HTC and shape the future of the brand", meaning this isn't just an idea the company is testing out, but rather one of the community's intended purposes.

But while we could keep bashing on HTC for a while, it's worth noting that they are far from an exception: back in 2013, Samsung was fined by Taiwan's FTC for doing a suspiciously similar thing. A couple of differences, though: firstly, Samsung was actively paying people to post online, whereas HTC is only suggesting it may send gifts; and secondly, while HTC is using astroturfing to promote its new flagship, Samsung's campaign was, ironically, a defamatory one against HTC.

Source: www.phonearena.com

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