Berwyn-based TE Connectivity turns to pop culture as a means of marketing

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Image via the Philadelphia Inquirer.

Berwyn-based TE Connectivity has signed on as a corporate partner of the new movie Alita: Battle Angel in the hopes of appealing to young engineers around the globe, writes Joseph DiStefano for the Philadelphia Inquirer.

The designer and manufacturer of connectors and sensors is co-promoting the new 20th Century Fox movie about a future gladiator with a human brain and engineered parts. It has been produced by James Cameron and directed by Robert Rodriguez.

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The two companies are marketing the movie using videos that connect the actual products made by TE Connectivity to features in the movie. The company decided to turn to popular culture as a means of marketing amid worries that its reputation has not caught up with its technology.

According to TE chief marketing officer Kari Janavitz, Alita was chosen because it “had a lot of interesting technological ideas of how things could work in the future,” and that the movie had “a great grasp of technology, a great grasp on creating a world, a great appeal to potential engineers.”

Read more about the partnership in the Philadelphia Inquirer here.

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