HP Drops Boom Boxes and Beats on Four-City Tour
With their focus on music and high-quality sound, HP’s Beats Edition laptops were targeted at the youth market. To reach those consumers, HP summer rolled out a buzz-building initiative called HP Jam Sessions.
The activations, which were part of a seven-week media campaign that visited six locations and four cities, including Lennox Square Mall in Atlanta, Navy Pier and Wrigley Field in Chicago, Penn’s Landing in Philadelphia and Gansevoort Plaza and South Street Seaport in New York City.
The company spread the word by deploying a series of shipping containers retrofitted to look like giant boom boxes. The faux radios were set out two days before the launch to inspire curiosity and drive foot traffic. On launch day, the container unfolded to reveal a pop-up techno-mecca of laptop demo stations, PC gaming from EA, music-themed green-screen photo activations and an interactive, multi-touch digital graffiti wall. Big-name djs spun tunes from the Beats laptops to keep the crowd hyped up.
Everyone who visited the events received a “backstage pass” with a call to action to visit local retailers, and created custom screen-printed t-shirts. About 75,000 fans hit the Jam sessions, downloaded about 5,000 green screen photos from the microsite and visited the event’s Facebook page and website about 65,000 times.