With 2Days Beat, an unprecedented music event, producer Clams Casino and hip-hop artist Vic Mensa used HP technology to create a track and music video live on YouTube. And we invited the whole world to help them write it. Over two days, viewers could interact with them and affect the creative process, simply by leaving a comment. Not only did the comments affect everything about the track, they also became the art for the set and the visuals for a music video that we filmed in real-time during the event.

2Days Beat put HP at the center of conversation with millennials:

Engagement:

214,000+ hub visits and 10,000+ comments over two days

Average stream of 12 minutes

Views on HP’s YouTube channel increased 1057% (from 0.7% to 8.1% of total audience) among 18-24s

Brand/Retail:

Traffic to HP.com increased 358% vs. weeks prior

7% increase among 18-34s in brand awareness vs. preceding quarter

11% increase among 18-34s in perception that HP makes innovative products; 14% increase in consideration vs. previous holiday season

HP hit 104% of their sales goal with our hero device

Earned:

Coverage from 150+ blogs

Approx. 60M earned impressions