Ogny tue 1345 tariq hassan russel wallach
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  • TARIQ: HP introduced HP ePrint in June 2010, and was the first to market with technology of this type. For the first time people could print from their smartphone, tablet, or other mobile device to any HP ePrint-enabled printer, simply by sending an email.
  • TARIQ: To bring ePrint to life, I would like to share the tv spot we developed to promote ePrint last holiday.
  • TARIQ: ePrint opened up a new world of possibilities, but also posed a significant marketing challenge: how do we help people to understand how ePrint can impact their daily lives, and change their behavior to print from ANY device connected to web, whether they are at home or on the go?TARIQ: To address this challenge, HP launched a multimillion-dollar integrated marketing campaign to support HP ePrint and our portfolio of web-connected printers.  The marketing campaign consists of television, online, mobile, in-store, PR, social and experiential elements.
  • TARIQ: One of our key target demographics is what we call the “digital tribalist”. The digital tribalist is young, socially connected, always has the latest gadget, and influences his/her friends’ and family’s buying decisions. TARIQ: We determined that a highly targeted experiential campaign would enable us to effectively reach this target. TARIQ: Our top objectives for the campaign were that it generate awareness about ePrint, incentivize consumers to trial the technology, and amplify the experiential component through social conversation.
  • TARIQ: After exploring several potential partners and campaign ideas, we decided to move forward with a partnership with Live Nation. The partnership enabled us to engage the digital tribalist at the intersection of two of their passion points – music and technology.
  • Slides 5-7: Russell (why music is a good avenue for reaching the digital tribalist)http://studios.livenation.com/review/AlliancesReel/NorthAmerican-AlliancesReel-v4-Short_review_SD
  • Slides 5-7: Russell (why music is a good avenue for reaching the digital tribalist)
  • Slides 5-7: Russell (why music is a good avenue for reaching the digital tribalist)
  • TARIQ: Live Nation, HP and our agency partners at OMG developed a solution focused on engaging digital tribalists though a custom concert tour platform featuring:association with a highly relevant artist extremely active in the social media space with an existing and fast-growing community of vocal and savvy digital tribalistsdeep engagement with the artist’s passionate fans and a way for the artist to get closer to their fanbase, giving the campaign a bi-directional benefit and building excitement for all parties to use the technology: created a greater emotional bond to the brand increased awareness and recall of what the ePrint technology can achieve by way of the emotive call to action for the artist and fans to engage with each otherimmersion with HP’s new ePrint technology that let fans interact with the artist in an unexpected yet relevant wayongoing exclusive artist and fan digital content and two-way communication through social media channels – before the show, during the show and after the show. Multiple touchpoints – online, at home, and at the show
  • [LN] 30STM WAS OUR PICK EARLY ON IN THE PROCESS, PRIMARILY BECAUSE THEY ARE A REALLY COOL BAND WITH A HUGE, LOYAL DIGITAL FAN BASE. THEIR FANS LITERALLY DEFINE HP’S TARGET OF “DIGITAL TRIBALISTS”. MORE THAN 6 MILLION FANS ON FACEBOOK, OVER 100 MILLION VIDEO VIEWS ON YOU TUBE.
  • Slide 9-13: RUSSELL (artist selection and activation strategy)
  • [LN] 30STM WAS OUR PICK EARLY ON IN THE PROCESS, PRIMARILY BECAUSE THEY ARE A REALLY COOL BAND WITH A HUGE, LOYAL DIGITAL FAN BASE. THEIR FANS LITERALLY DEFINE HP’S TARGET OF “DIGITAL TRIBALISTS”. MORE THAN 6 MILLION FANS ON FACEBOOK, OVER 100 MILLION VIDEO VIEWS ON YOU TUBE.CORE FAN BASE KNOWN AS “THE ECHELON” WHO EAT, BREATHE AND SLEEP 30STM AND BECAME THE POTENTIAL EVANGELISTS FOR HP’S EPRINT TECHNOLOGY
  • Slide 15: RUSSELL: HP connected with fans through two engaging promotions. The first allowed fans to ePrint their photos showing why they are the biggest 30STM fan directly to the band. The band selected the winning fan and they were flown to Atlanta for a VIP concert experience. RUSSELL: The second promotion allowed fans who purchased tickets to each of the shows to ePrint the box office for a chance to either meet the band or win Live Nation Concert Cash.
  • LN:PASSIONATE FANS SUBMITTED ALL KINDS OF PHOTOS. THIS FAN TRIED TO REPLICATE JARED LETO’S MOHAWK FROM A FEW YEARS AGO,…
  • LN: OTHERS PRESENTED 30STM LOGO IN A UNIQUE MANNER, IN UNIQUE LOCATIONS,…
  • LN:THIS FAN, DECORATED HER ENTIRE CAR WITH 30STM DECALS,…
  • TARIQ:IN JUST A FEW WEEKS NEARLY 1,000 PHOTOS SUBMITTED WERE e-PRINTED TO THE BAND
  • TARIQ:IN JUST A FEW WEEKS NEARLY 1,000 PHOTOS SUBMITTED WERE e-PRINTED TO THE BAND
  • RUSSELL: AND OF THE NEARLY 1,000 PHOTOS SUBMITTED, THIS FAN PHOTO TURNED OUT TO BE THE WINNING E-PRINT PHOTO AS SELECTED BY THE BAND
  • RUSSELL: IVY & GUEST TRAVELED TO ATLANTA AND WERE TREATED TO AN AMAZING “ULTIMATE FAN” EXPERIENCE INCLUDING MEETING THE BAND, VIP SEATS, AND BACKSTAGE ACCESS
  • TARIQ: 30 Seconds to Mars, Live Nation and HP promoted the contest directly to millions of fans and followers through Facebook, Twitter, the 30 Seconds to Mars website, artist fan sites, supporting outreach to traditional media in tour cities, and other social media channels. Amplifying the campaign beyond concert attendees enabled HP to reach millions of additional highly targeted consumers eager to be a part of the experience.
  • TARIQ: At the concerts, fans had an additional opportunity to trial HP’s ePrint technology. An interactive photo booth allowed fans to take pictures and ePrint them to HP ePrint-enabled printers on site giving concertgoers a memorable takeaway. HP was further integrated at concert venues through videos shown during intermission, branding in signage and video, commemorative tour posters, and more.
  • TARIQ: More than 3,000 fans participated and walked away with a custom-printed 30 Seconds to Mars keepsake, courtesy of HP.
  • RUSSELL: A few lucky winners got the chance to meet the band at every concert, courtesy of HP.
  • RUSSELL: Throughout the tour, the artist continued to integrate HP into their communications channels, including posting a weekly “HP Photo of the Day”, bringing the tour to life for fans who could not attend.
  • RUSSELL: After the shows, HP was able to continue to engage digital tribalists by sharing some great behind the scenes photos and videos from the tour.
  • TARIQ: The results speak for themselves, and the campaign was an overwhelming success for both HP and Live Nation. From HP’s perspective, it enabled us to significantly raise awareness of our ePrint technology and engage digital tribalists through an organic, fun experience.RUSSELL: The band played to sold out audiences almost every night. More than 31,000 people were exposed to ePrint at the concerts, and millions more learned about it through social channels, the band’s website, and other communications.
  • http://studios.livenation.com/review/30SecondsToMars/30STM-FanPickHP-JaredCut-v2_review_SD
  • RUSSELL: Through this successful partnership, we learned a great deal about one another’s businesses and how to work together to create a mutually beneficial campaign. TARIQ: The partnership with Live Nation exemplifies the power of creating a tangible experience for a highly targeted group of consumers, then amplifying it via social media to an exponentially larger audience. We also strived to ensure the program was beneficial to not only HP, but also Live Nation and 30 Seconds to Mars – and ended up with a more powerful campaign as a result.RUSSELL: Some key things we learned about promoting brands through the music space are…

Transcript

  • 1. +
    CASE STUDY:
    HP MAKES SWEET MUSIC WITH LAUNCH OF ePRINT TECHNOLOGY
  • 2. HP ePRINT
    VIDEO PLACEHOLDER
    2
  • 3. HP’S CHALLENGE:DRIVE AWARENESS AND TRIAL OF HP ePRINT
    3
  • 4. ENGAGING THE DIGITAL TRIBALIST
    GENERATE AWARENESS & EXCITEMENT AROUND HP ePRINT TECHNOLGY
    INTEGRATE POINTS OF PRINT THROUGHOUT THE PROGRAM
    DRIVE SOCIAL AMPLIFICATION
    4
    4
  • 5. LIVE MUSIC IS A PASSION POINT FOR THE DIGITAL TRIBALIST
    5
    5
    WHY LIVE NATION?
  • 6. 6
    6
    LIVE NATION PLATFORM:
    VIDEO PLACEHOLDER
    http://studios.livenation.com/review/AlliancesReel/NorthAmerican-AlliancesReel-v4-Short_review_SD
  • 7. CONCERT-GOERS ARE SOCIALLY CONNECTED AT THE SHOW
    32%
    FACEBOOK / TWITTER
    66%
    TAKE PHOTOS
    47%
    TEXT OR EMAIL
    7
  • 8. 8
    THE LIVE MUSIC EXPERIENCE IS ONE THAT IS SHARED
    31%
    WRITE REVIEWS
    56%
    UPLOAD PHOTOS
    65%
    SHARE ON SOCIAL MEDIA SITES
    8
  • 9. MUSIC + TECHNOLOGY = AWARENESS
    DRIVE TRIAL OF ePRINT THROUGH:
    MULTI-TOUCHPOINT ENGAGEMENT
    ASSOCIATION WITH THE RIGHT ARTIST
    EXPAND REACH BEYOND CONCERT GOERS
    MULTIPLE TOUCHPOINTS
    9
  • 10. 10
    ARTIST SELECTION
    BRAND FIT
    FAN DEMOS
    LIVE AUDIENCE DRAW
    DIGITAL AUDIENCE
    SPONSOR FRIENDLY
  • 11. 11
    11
    OUR SELECTION
  • 12.
    • 6M+ FACEBOOK FANS
    • 13. 400K TWITTER
    • 14. 100M YOUTUBE VIEWS
    12
    PASSIONATE FANBASE
  • 15. WIDESPREAD APPEAL
    MTV AWARDS
    MILLIONS IN SALES
    SOLD OUT SHOWS
    13
  • 16. ENGAGE FANS BEFORE, DURING & AFTER THE SHOW
    14
    14
    ACTIVATION STRATEGY
  • 17. BEFORE THE SHOW
    15
  • 18. 16
    PROMOTIONS
  • 19. 17
    FAN PHOTOS
  • 20. 18
    FAN PHOTOS
  • 21. 19
    FAN PHOTOS
  • 22. 20
    FAN PHOTO SELECTION
  • 23. Image Alternative
    21
    FAN PHOTO SELECTION
  • 24. 22
    WINNING PHOTO
  • 25. 23
    ULTIMATE FAN EXPERIENCE
  • 26. Image Alternative
    24
    SOCIAL MEDIA OUTREACH
  • 27. DURING THE SHOW
    25
  • 28. 26
    ePRINT PHOTO BOOTH
  • 29. 27
    CONSUMER ENGAGMENT
  • 30. 28
    ARTIST MEET & GREETS
  • 31. AFTER THE SHOW
    29
  • 32. 30
    HP PHOTO OF THE DAY
  • 33. 31
    CONTENT
  • 34. 32
    RESULTS
    31,000+ CONCERT ATTENDEES
    22MM+ ADVERTISING IMPRESSIONS
    34MM+ SOCIAL MEDIA IMPRESSIONS
    2000 CONTEST ENTRIES
    OVER 3,000 ePRINT PHOTO BOOTH VISITORS
  • 35. 33
    33
    VIDEO RECAP
    VIDEO PLACEHOLDER
  • 36. EXECUTE LOCALLY, AMPLIFY GLOBALLY
    BEST WHEN ALL PARTIES WIN
    BANDS ARE BRANDS TOO
    ALWAYS KEEP THE FANS IN MIND FIRST - 1
    BE FLEXIBLE
    34
    KEY LEARNINGS
  • 37. +
    35
    35