HTC’s latest U11 has been received with mixed reactions by the Android community. With good audio but no headphone jack and a new-ish design that scraps years of HTC’s expertise with metal, many fans and spectators threw quite a bit of skepticism its way.
There are many arguments one could make to discredit or devalue HTC’s new product, from its hardware decisions to its gimmicky “squeezing” features — and HTC knows this, so it found a way to at least combat it on online boards, comments sections and other social battlefields. According to information from their VIP community, presented in a reddit post, HTC has taken to ask its community of fans to duke it out online against dissenters of the phone in what we can only describe as literal shilling.
Elevate is HTC’s private online community, members-only, for the company’s “top fans” and supporters. To join Elevate, you must request access by emailing HTC, and telling them why you are “HTC’s most passionate fan”. With admission requirements like those, you’d expect HTC Elevate members to be quite dedicated indeed. After all, they are the ones getting the latest product news, opportunities to access exclusive events or partner with HTC, and have direct access to HTC team members. But now, they are asking their users to “mobilize and combat some of the negative things out there about the U11”. As seen in the screenshot above, provided by reddit user u/ShadowCodeGaming, HTC wants users to post regularly in comments sections of blogs and social media, and then report back to Elevate so that they can keep track of the shilling.
Of course, HTC is actually rewarding people who go through that trouble (though, to be honest, if you are in a VIP HTC community, you’d probably do it for free), as they’ll be sending out “swag goodies” here and there to people who participate. The company doesn’t shy away from the implication that it encourages a network of shills, by saying that such actions are “what [elevate members] do best”, and calls it “sharing the good word about all things HTC” — fanboy preaching, essentially.
We hope that this operation is limited in scope, and we’ll certainly keep an eye out for Elevate members in our comments sections from now on.