Immersive technology, multisensory art installations and an engagement strategy that touched several generations catapults HP’s Panorama Festival sponsorship
HP’s sponsorship of the first-ever Panorama Festival on Randall’s Island Park in New York City this summer was an integrated product wonderland. Panorama was designed to link technology with creative industries like music and art, and The Lab, presented by The Verge and powered by HP, served as a brand experience “playground.” Outside, an interactive façade live-wired with generative projection-mapped content (by VolvoxLabs); inside, a 360-degree virtual reality theater and art exhibition space. Yea, killer (META.is, New York City, handled).
With the 2016 Experience Design and Technology Awards at EventTech in Las Vegas just a few days away (check out the finalists here), we thought we’d crack open this case study for a look at how the Panorama Festival activation earned HP more than 21 million social media impressions and delivered 438,000 engagements. HP earned that brand love and engagement amidst performances by huge festival headliners such as Arcade Fire, Alabama Shakes, Kendrick Lamar, Sia and LCD Soundsystem (Infinity Marketing Team, Culver City, CA, handled).
“Summer is very strategic for us, it’s a back-to-school period, a high-purchasing period, so we drive a lot of marketing programs during this time, and we focus on social media programs and work with social media influencers,” says Renata Gaspar, U.S. consumer marketing director-personal computing, at HP. “We know that millennials don’t like to look into an advertisement, they want to engage with brands in fun and authentic ways and that’s what we tried to do by partnering with Panorama—to win hearts, minds and trust from the audience.”
HP’s presence at Panorama was divided into two spaces—The Lab and the HP Lounge. A number of HP technologies were behind the experiences, including HP workstations and Intel technology, displays, tablets and laptops.
Here’s a closer look at how HP transformed the standard product demo activation into a creative and participatory journey for attendees:
Heavy on the interactives, but light on the obvious branding.
HP demonstrated the capabilities of its brand’s innovations through eight immersive art installations powered by HP products in The Lab (see the slideshow below for each artist’s installation), while making the art the star of the show. Branding was kept at a minimum, save for artist bios on HP displays. “It was about telling the HP story, and providing consumers hands-on types of experiences for entertainment in cool and creative ways,” Gaspar says.
An amplification strategy that stretched to Gen Z.
While Panorama Festival was a hotbed of millennial engagement, HP was able to engage the next generation of potential users as well—digital natives, or Gen Z. The brand enlisted art students at the Bronx Academy of Letters in a “create-a-thon” with HP Sprout devices to create designs for colorful vinyl wristbands attendees would use to gain access to HP’s footprint at the festival. The students whose designs were chosen were given a pair of tickets to the day designated for their winning wristband.
A fine balance of high technology, and relatable use.
In addition to the high-tech, high-art world of possibilities in The Lab, HP activated the HP Lounge, an engagement zone for HP devices where attendees could have more hands-on, use-case interactions with the brand’s offerings—like creating and printing (live) their very own temporary tattoos on-site with Sprout by HP, and a 360-degree photo pod called My Tiny Planet, which captured images vertically from the top and incorporated green-screen overlays of topics and images that matter in their lives.