The Challenge

During the competitive holiday shopping season HP wanted to stand out! The key objectives of the HP Holiday program were layered; drive trial of key products at the onset of the holiday season in festive and unexpected ways, increase awareness of ‘cool’ HP technologies, features & experiences across all channels and finally, ROI. Success was measured by foot traffic and product trial onsite as well as the ability of media coverage across earned, paid and social channels to drive traffic to the experience and to stores.

The Execution

Activating 8 cities simultaneously with giant 20 x 20 #HPJOY GIFT BOXES HP put the consumer journey first! Supporting our interactive pods was the HPJOY caravan which vIsited more than 18 cities with an 82 ft #HPJOY interactive trailer. A third custom vehicle – a 41ft ‘wrapping paper rolls’ trailer created WOW press moments in key markets and social opportunities. To further support the ALWAYS ON AND ALWAYS EVERYWHERE campaign, The Bait Shoppe negotiated a key partnership with Simon Malls installing 10 interactive mall kiosks for 5 weeks during key holiday shopping season. Finally, #HPJOY elf street teams canvased cities across the US with ‘random acts of joy’ such as free hot chocolate, photos with santa, and free gift wrapping.

A satellite sculpture placed elsewhere at Sundance, greeted people with warm pulses of color, and then encouraged them to love their favourite festival films. It acted as collection points for social content from the festival, which contributed to the main sculptures. The installation also included a mobile web app. Users of the web app could view a pocket version of the visualization, as well as bookmark items from the physical installation to view later.

The Strategy

Activated 8 cities simultaneously with giant 20 x 20 #HPJOY GIFT BOXES

Visited 18 cities with #HPJOY Caravan an 82 ft interactive trailer

41ft ‘wrapping paper rolls’ created WOW press moments in key markets

Key Partnership with Simon Malls installing 10 interactive mall kiosks for 5 weeks during key holiday shopping season

#HPJOY elf street teams would create ‘random acts of joy’ creating lasting digital elements

Free hot chocolate, photos with santa, Gift wrapping and print encouraged foot traffic.

THE RESULTS

927.2 M

Media Impressions

382.2 K

HP Product Demos

356.8 M

Activation Impressions

26.1 M

Social Impressions

51,177

visits to hp.com/holiday
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