HP Leverages Acrobatic Troupe to Promote New Laptop
In March 2009, HP unveiled its first TouchSmart multi-touch laptop in New York City with a high-energy dance troupe performance designed to encourage consumer interaction with the product while associating touch technology with the HP brand. HP targeted the New York market for the activation in order to tap into the city’s built-in national stage.
On the day of the event, consumers visiting Times Square encountered acrobatic troupe Anti-Gravity as it performed an intricate choreography with a giant prop in the shape of a hand. The extended index finger on the hand reinforced the “touch” message. At the climax of the performance, a human pyramid of acrobats created a giant HP TouchSmart screen that changed at the touch of the prop finger.
After the show, attendees could meet the acrobats and demo TouchSmart TX2 laptops. The brand actively engaged with 138,000 consumers, and almost 6,000 people demoed the product with brand ambassadors.