Over a Million Contributions from 100+ Countries
HTC worked with Chaordix to create HTC Elevate, an invite-only community whose popularity surpassed the company’s already high expectations. Composed of over 3,000 highly-engaged members in over 100 countries (predominantly in North America, Europe, and Asia), HTC Elevate gave members a space to share their thoughts about HTC products and features, and a vehicle to express how they use and draw value from phones in their day-to-day lives. This often took the form of direct conversations between Elevate community members and employees of HTC. The combination of passionate fans, exclusive perks, and behind-the-scenes access resulted in over a million contributes from community members, including in-depth discussions, ideas and insights, as well as user-generated image and video content.
For many members, HTC Elevate became an important social gathering spot. As the community matured, HTC began organizing global face-to-face meetups between community members and representatives from HTC itself. It was this personal, authentic connection that kept members devoted to the community, and on-call when HTC needed them. This “always on” group of brand advocates were willing to provide product feedback and contextual information, and could be counted on to evangelize for the brand in person and, critically, on social media channels. They also increasingly generated multimedia content, allowing HTC to crowdsource marketing materials directly from its most important consumers.
Partly due to the success of Elevate, HTC launched two additional communities: HTC Champions for sales representatives and Team HTC for consumers.