Taiwanese smartphone maker HTC is looking to boost slumping sales by hiring some Hollywood firepower to pitch its products.
Bloomberg reports that the struggling company has hired actor Robert Downey Jr. for a two-year marketing deal to promote the brand globally. The deal is reportedly for around $12 million.
According to the sources familiar with the matter, Downey will pitch HTC products as himself – not as Iron Man or any other one of his high-profile film characters. He’ll also have “final say over creative elements.”
The ads will run in multiple mediums – print, billboard, and TV.
HTC needs a boost, as their last quarter profits were the smallest in the company’s history. Since it’s peak in Q3 2011, HTC’s global market share is down 76%. Sales are also down 68%.
Having said that, HTC has seen some success with the HTC One, which they launched a few months ago. It’s expanding to Verizon later this summer, after previously stating that it wouldn’t be running on the carrier. The company did have a bit of a flop earlier this year with the HTC First – the “Facebook Phone.”
This news comes just days after rival Samsung teamed up with Jay-Z to promote his new album alongside their Galaxy line of smartphones.
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