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