In 2011 HTC was launched in Mexico with heavy media weight behind, but for 2012 all budget was cut back with one of the most incredible devices to be launched: HTC One.

HTC needed to maintain the attention around the brand for an unsurprisingly target, but with high affinity to tech trends: geek expressionist. HTC wanted to keep that brilliant and remarkable way of working of 2011, but how can we do it with practically CERO budget for a whole year?

So we found the best match between the target and HTC ONE’s features … music.

The perfect excuse: a bottom-up strategy putting HTCOneX in the hands of one of the most contemporary electronic bands NortecBostich+Fussible. So we asked them why not use HTC OneX as their tool to produce all their music of 2012 tour, highlighting the device’s AmazingCamera and the AuthenticSound.

Using HTC One as their new tool to produce music but we needed to spread the word, so we came up with an astonishing tour kick-off: taking over one of the hottest zones of the city with a video mapping projection in an iconic building and the best: Nortec playing live on street.

+100,000 persons reached with greatest LIVE experiences:

•Kick-off Nortec’s live video mapping projection on street and private party.

•12 cities recitals with brand presence and activations, featuring the devices from HTC One.

Media coverage valued in US$1.3M, paying only 10% of the cost, traduced in 5.7M impacts.

•Free press in more than 12 titles around the nation.

•Constant presence in best ranked radio stations during the tour (six months).

•Guerrilla campaign.

•More than 50 websites & blogs talking about it.

Fans:

•80% new followers in Twitter.

•More than 70% of Facebook fans come from the cities where the tour was.

Fans of the band knew about this through guerrilla teaser campaign, social media to generate expectation and interaction, and only a very few would be lucky to be invited to a private party with Nortec after street showcase.

After kick-off, communication became organic in band website, media blogs, twitter, facebook, newspapers, radio interviews and branded presence in 12 cities where concerts were held.