HP Takes Millennials on an Immersive Product Journey - Event Marketer

HP Takes Millennials on an Immersive Product Journey

DB_HP_Production B2C_EX 2017
Brand: HP
Agency: INFINITY MARKETING TEAM
Awards: EX AWARDS — BEST PRODUCTION OF AN EVENT (CONSUMER)
Year: 2017

To drive awareness, emotional connections, preference and purchase intent for its convertible laptops among young millennials, HP leveraged a high-engagement partnership with the Panorama music, art and technology festival, which took place last July at Randall’s Island Park in New York City. Two spaces at the festival—The Lab and the HP Lounge—featured HP technologies, including HP workstations and Intel technology, displays, tablets and laptops. Immersive art installations, interactive mirror walls, an HP video arena and hands-on experiences with the brand’s offerings created a hotbed of millennial engagement and results, market share, impressions and social engagement.

As millennials and festivalgoers grooved to headliners Arcade Fire, Alabama Shakes and others, they also got the message loud and clear that HP technology can inspire and enable young creators. The Lab, presented by The Verge and powered by HP, served as a brand experience “playground,” with an interactive, projection-mapped exterior and virtual reality theater inside. An immersive Dome HP video arena surrounded attendees with motion designs and engaging graphics. At the HP Lounge, they could create and print temporary tattoos with Sprout by HP. The engagements achieved more than 10 times their social benchmark goals and attracted nearly 29,000 visitors.

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