REINVENT THE MUSIC by reshaping lyrics from The Vamps, a band with few equals when it comes to rocking the socks off summering school-goers. Fans were asked to submit their revised versions of lyrics to the song ‘Wake Up’, inspired by the technology that makes their lives possible. Entries were managed on social media with the band on hand to actively interact, encourage and ultimately collaborate directly with fans.

To launch the Lyric Challenge, YouTube influencer Marcus Butler announced the competition on his More Marcus channel.

Marcus explained the mechanic of the Lyrics Challenge to his 1.9m subscribers and encouraged fans to submit their own lyrics inspired by the product.

Marcus then took to Snapchat to broadcast his day at the Church Studios with The Vamps, inspiring his fans to submit their creative lyrics entries.

The Vamps promoted the competition across their own channels; they took to Facebook, Twitter and Instagram to inform their fans of the mechanic, and shared Marcus’s video to help them along the way. The band kept their fans in-the-know and even ran a “follow spree” to get #ReinventMusic trending!

On 12th August, HP UK and The Vamps announced their favourite lyrics by performing the re-invented version of ‘Wake Up’ during a live gig on Facebook to their 6.2m fans.

The campaign was one of the most impactful campaigns for HP to date.

• Increased engagement of the HP brand with millennial audiences during the Back to School period

•Increased awareness of the HP brand amongst the target millennial audiences

•Drove consideration of the HP Pavilion x360

88,622,280 impressions of the hashtag #ReinventMusic

5,715,421 Snapchat Opens

91,382 Live stream views of The Vamps

42,999 Total music video views of ‘Wake Up’

4,053 mentions of the hashtag #ReinventMusic

7,097 clicks to HP Store