Our strategy was to activate a mass trial of ePrint through digital channels where our audience already interacted with content. We had to make it entertaining to spark interest, so we partnered with Google to make ePrint the mechanism for the first crowd-sourced live comedy show on YouTube, allowing people to ePrint improv skit suggestions to a printer on stage. We put the viewer in the director’s chair; ePrint Live was born. Combining owned, earned and paid media we developed a teaser campaign, followed by a live event and five days of custom comedy shorts to sustain viewer engagement.

The program achieved 1 billion impressions with 2.3 million video views, and nearly half a million minutes of engagement in one day for a cost per participation of $0.72. Viewers tuned in to the show for an average of 19.5 minutes, comparative to a TV sitcom but with a highly targeted and engaged audience, all for the price of one TV commercial.

We rose to the challenge; we made ePrint worth considering and talking about. We more than doubled the cumulative conversation to date around ePrint and advocacy for ePrint mentions shifted from 6 to nearly 50 percent.