HP and Tiesto in the Booth
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The document outlines an marketing strategy to promote Ultrabooks and HP PCs with Intel processors to young adults interested in music and social media. The strategy included partnering with DJ Tiesto for a live performance and social media campaign at CES to drive brand relevance. The campaign achieved over 230 million press impressions and exceeded benchmarks for brand favorability and purchase consideration lifts.
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HP and Tiesto in the Booth
- 2. Objectives • Drive Intel Brand Relevance • Introduce UltrabookTM as new exciting PC category • Drive preference and consideration for HP PCs with Intel® CoreTM Processors
- 3. Strategy • Target Young Adults Plus (18-34) • Tap into passion for music, social interaction, real world connections, experiences, and ownership for next generation of music. • Build brand and preference by providing great content, access, and platforms to share and express identity.
- 4. EXPONENTIAL GROWTH OF EDM CATEGORY Today there is a new music superstar erupting on the scene. They are our modern-day rock stars…they are the world’s biggest DJ’s. Las Vegas hosted Electric Daisy Carnival with a record breaking 300k+ attendees over 3 days * International Music Summit Business Report 2012 (Kevin
- 5. Syndicated Media Campaign Overview CES Technology Talk Livecast CES Ultrabook product & Campaign Launch Tiësto Live at CES Social Media
- 6. Sharethrough Sponsored Videos Seamless with publisher user experience. Never interruptive.
- 7. Brand Content Marketing Strategy Paid • Native video • Editorial Owned Earned • All clickthroughs • Optimized toward highest drove to Facebook social engagement rates
- 8. Results • 230M press impressions • “Hottest ticket in Town”…“The Tiësto partnership was an ideal way to showcase [HP & Intel’s] top priority for 2012: The new Ultrabook category… splashed all over the venue” – Billboard • #TiestoLive was the best performing Promoted Trend in US history and drove significant engagement • Exceeded brand favorability lift benchmarks • Exceeded purchase consideration lift benchmarks
Editor's Notes
- The EDM category aligns with the Intel Youth Demo:A18-24 core demoGlobal attendance – clubs and festivals around the world are seeing record breaking attendance levels ranging from 5,000-10,000 person clubs to 350,000 person festivalsMore EDM consumers listen to EDM via digital channels (web, mobile, etc) than traditional radio making the genre naturally viral and technologically advancedInherently social genre both sharing content with friends, remixing content collaboratively, and leveraging social media channels to post pictures/experiences at events, stay in touch with artists and find the hottest spots and coolest festivals The DJ’s are the youth targets new rock stars – they set the tone for what’s cool on a global level
- The consistent thread between each of the ad products shown on the previous page, FB, Twitter, Youtube and Sharethrough, is that they are all ‘native’ ad placements. Whether its Promoted Tweets, Sponsored Stories, TrueView or Sharethrough Sponsored videos, the consistent attributes are that they are visually integrated, choice-based and content-driven ad placements.Sharethrough’s goal is to deliver video native ad experiences that are as engaging and effective as Twitter, Facebook, and Youtube TrueView, across the Open Web. Native ads are tailored for brand content marketing. They help brands create individual content experiences, instead of relying on solely interruption, and drive higher rates of sharing and earned media because of their integration with the core site experience.Native ads are an ideal fit with video, as it’s one of the most compelling mediums to engage audience and one of the most shareable forms of content.
- The key to brand content marketing is to seamlessly integrate paid, owned and earned media to maximize the engagement of each touch point.Sharethrough has designed its distribution platform to help brands drive the most activity across each of these channels. For the Tiesto campaign we offered native video distribution, as well as editorial outreach that resulted in over 10 placements in influential electonic music publications. Our placements also contained companion banners that had over a 4% CTR, all driving to the HP/Intel/Tiesto Facebook Page. Additionally, we continuously optimize the campaign throughout its flight toward placements that were driving the highest social engagement rates, to maximze the earned media and sharing from our distribution.