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HP Connected Music | CONSUMER ACTIVATION

Project Description
Brief

To conceptualize and execute an experiential on-ground campaign creating consumer excitement around the HP Connected Music

Concept

We broke through the cluttered environment in Top 8 Malls across Delhi, Mumbai, Bangalore & Hyderabad by taking inspiration from India’s much loved game of ‘Antakshari’ and giving it a digital twist (integrating it with the HP Connected Music app) to create an innovative HP Connected Music ‘DIGITAL ANTAKSHARI’. The concept enabled the product experience and also showcased the width and depth of the downloadable music portfolio.

HP's technology leadership reflected in the innovative Booth Design, which was segregated into the Product Experience Bay, the ‘Digital Antakshari' Zone and the Social Photo-Op corner. Eye-catching branding and dynamic HP Connected Music advisors, sporting a spunky look with music genre themed t-shirts, were also present to address the walk-ins.

Online brand conversations were generated with the I ‘like’ HP Connected Music Photo Opportunity Zone.Walk-In Images were uploaded on to the HP India FB page where participants tagged, invited and shared them and the top 10 most liked/shared pictures won concert passes and branded freebies.

Results

On Ground Activity
Exposure: 5,14,000
Activity Footfall: 21,960
HPCM Demonstrations: 10,027
Sales: 41 units

Social
Facebook Impressions: 3,55,000
Twitter Impressions: 7, 42, 201

Feature Set
  • Game APP Development

  • Social Media Amplification

  • Booth Design, Fabrication

 
 
Event Video