According to Bloomberg, Robert Downey Jr – star of Iron Man and Sherlock Holmes – is said to have accepted a two-year marketing deal with HTC, said to be worth a cool $12 million dollars.
Bloomberg’s source says that the deal doesn’t just include on-screen commercial appearances – HTC will employ the actor to have the final say over the design of all HTC products, as well as the expected duties of being the face of HTC through various advertising platforms.
HTC has had a pretty average year of sales so far, with only 5 million units sold since launch of their flagship phone the HTC One – hiring both Iron Man and Sherlock Holmes might be the break that they need. It might also help that Downey Jr is also familiar with the art of the comeback.
While many point to Blackberry popularising this strategy earlier this year (Alicia Keys is their Global Creative Director), they weren’t the first, though – Intel has Will.I.Am, and Polaroid has Lady Gaga.
Will this strategy of high profile celebrity endorsement work for HTC? I really hope so – I see a lot of missed potential in HTC devices both recently-launched and yet-to-be-released. One wonders what Downey Jr will make of products like the HTC Desire 200.
To their credit, HTC is remaining playful about the rumour. While not confirming anything, a HTC spokesperson notably failed to deny the deal, but instead attempted to link Downey Jr to the HTC One:
Anyone with a penchant for metal should be able to appreciate its appeal.
Well played, HTC.
What are your thoughts on Robert Downey Jr. working with HTC? What would you like him to alter in future HTC Devices?
