In a one-day engagement blitz, HP and Intel on March 13 set out to convert the creatives attending the interactive festival at SXSW into users of the Z suite of HP products, powered by Intel technology, with the Digital Artistry House experience. The brands took over Austin restaurant Icenhauer, transforming the century-old building on Rainey Street with an illustration by French artist and HP collaborator Moon that enveloped the exterior façade of the 3,500-square-foot venue.
The activations and engagements inside and out were all powered by HP Z products—in particular, the ZBook x2. Outside there were product vignettes and tables in a patio space for attendees to relax in. Brand ambassadors in hip jean jackets with branded HP and Intel pins welcomed attendees and directed them around the event. A “Keep Reinventing” neon sign hung above the entrance.
Inside, they could grab a cocktail, explore and interact with the different products. This included a Digital Art Competition inspired by the new ZBook marketing campaign that included stencils and scan-ables from the HP Z 3D camera. The space was manned by digital artist Android Jones and Keith Gilbert, an Adobe expert trainer, who both offered advice and tutorials. Projections of the competing artists’ creations were projected onto a seven-foot by nine-foot canvas. Winners received a ZBook x2.
In an AI by Moon activation, attendees created art by taking their image at a photo capture station and with “advanced neural network AI” the image was transformed into artist Moon’s artistic style. Attendees received this “reinvented” art and could share it or email it to themselves, a theme inspired by the brand’s Reinvent Memories campaign and messaging. In a Digital Portrait activation, professional artists Mary Wendel and Len Hernandez created portraits on the ZBook 2, which were displayed on monitors and shared or emailed. Over in the editing bay, a creator edited video live for attendees on the Z8 Workstation Editing Bay. His activity was displayed on a Z38 curved monitor.
On top of demos, the brands recruited a program of brand, industry and creative speakers who presented on a stage within the space throughout the day. Among speakers: Shane Wall, cto at HP; Peter Rubin, pop culture editor at Wired; Kate Swanborg, svp-technology communications and strategic alliances at DreamWorks Animation; and Kimberly Bryant, founder and ceo of Black Girls Code. The day wrapped up with performances by NoMBe and Bishop Briggs.
Overall, the event earned nearly two million impressions and attracted 5,237 attendees. The brands recorded an average 38-minute dwell time.
“In this era of experiential marketing, the Digital Artistry House creates the perfect environment to connect with the SXSW attendees,” says Emily Ketchen, head of Americas Regional Marketing, HP Personal Systems. “At HP, we are reinventing marketing by immersing audiences in the intersection between technology and art, culture, film and music. This is where the most authentic stories are told.” Agency: Infinity Marketing Team, Culver City, CA.
Take a Tour of the Digital Artistry House at SXSW:
• SXSW 2018: Brand Experiences From Austin’s Flagship Event
• CES 2018: HP and Intel Festivalize Their Annual Customer Experience
• State of the Art: Five Brands Leveraging Digital Art Experiences to Engage Fans