What We Did

  • Consumer media relations
  • Online and digital communications
  • Consumer research, diagnostics and trend tapping
  • Viral and guerilla activity
  • Experiential and Lifestyle marketing programs
  • Product integration, product placement and branded entertainment
  • Brand extensions

HTC: Wiki

HTC, the largest manufacturer of Windows Smartphones, sought Waggener Edstrom’s help to address a core business operation problem regarding customer care, device support and lack of brand identity.

Strategy

We recognized HTC’s audience needed community-based, instant, online and global access to information, so WE capitalized on the social networking aspect of digital storytelling and developed an HTC handset focused Wiki. WE unveiled the Wiki to a core group of Smartphone enthusiasts to promote organic growth of the site, who populated the site, built out the content and began to answer each other's handset questions. To build grassroots support, WE developed a tiered strategy to inform select media of the Wiki launch; including prior-to-official-launch outreach to gadget and device enthusiast blogs in order to solicit feedback and create buzz and excitement within this community.

Result

In the first month, the Community generated more than 100 new pages and more than 1,000 additions to the site. As of January 2007 the site surpassed all of our metrics with nearly 2,000 registered contributors. It has quickly become the central place for information on Smartphones. After only five months of running, the site receives more than 52,000 unique visitors per month. In addition, there has been a 300% increase in the number of devices profiled on the Wiki.

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