HTC Background - With smart audience insight at its heart, HTC developed a multi-platform Blockbuster Opening Week Package to promote the M8 handset. - The package itself was a media first in the cinema landscape, following the consumer throughout the whole experience; from in-reel sponsorship of every blockbuster film in 2014 through to digital 6-sheets in foyer. Idea - Through audience analysis, HTC uncovered a key insight that ‘changemake

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