HP Six-Month Mobile Print Tour Visits 25 Markets - Event Marketer

HP Six-Month Mobile Print Tour Visits 25 Markets

DB_Gold_HP_2014 Ex
Brand: HP
Agency: INFINITY MARKETING TEAM
Awards: EX AWARDS — BEST MOBILE MARKETING PROGRAM
Year: 2014

HP products let you print from your smartphone. It’s easy, it’s wireless and not nearly enough people know about it. To fix that, HP set off on the six-month-long Mobile Print Tour to promote the HP e-Print app for Android, iOS and Blackberry and Air Print function on iOS only. The idea was to simply inform consumers in the 25 target markets about the apps and teach them how easy it is to use them to print from their phones to an HP printer, from anywhere.

The tour traveled in a Mercedes Sprinter van and expanded into a 20-foot by 17-foot mobile printing hub where attendees learned about the brand’s products and mobile print solutions while experimenting with the technology through interactive demos. HP visited large scale, family-focused events and was connected to the brand’s online campaign through YouTube. Finally, the brand was also making sales directly to consumers as well, with a goal of making at least $600,000 in sales during the tour.

At each event, the brand scattered five Mobile Print Pod photo activations around the venue and invited consumers to take a family photo and print it, back at the main HP footprint, where they could visit to pick up the picture. In a novel gesture of friendship, HP did not ask visitors to register at all. They were simply helped with printing their photos from their phones and given a branded lanyard for the picture. If a guest wanted to learn more, a brand ambassador would lead them through a demo and provide information, special offers and products for sale.  The tour was so successful for HP that the brand has already planned additional vehicles. By the end, HP tracked direct and indirect sales of more than $2.6 million as a result of the tour. And that’s about enough said.

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