Innovative experiential marketing was timed with the launch of HP’s break-through TouchSmart multi-touch technology. To establish HP as the cornerstone to the technology, the activation was designed to drive category and product awareness. We drove traffic to retail through a layered series of tactics delivering on the strategy for HP by executing a multi-tiered event encompassing live performance, brand ambassadors and street team product demo, in-store collateral, a touch-spin-and-win instant win game, literature distribution and a “text for your local retailer” program. The activation provided a national stage for the product launch at the “crossroads of the world,” Times Square.

We measured success in multiple levels of consumer engagement. Live event impressions reached 285,000 people and 138,150 (48%) were actively engaged in our stunt activation. Of 138,150 actively engaged, 36,889 (27%) interacted further 10,525 = watched a tutorial and/or talked with ambassador5,811 = demoed product with ambassador20,553 = received collateral driving to retail1.5 minutes = average length of time spent with brand ambassadorAt Retail, 11 key locations featured custom collateral, display window and building wraps, adding over 250,000 impressions. Press coverage included EventMarketer.com, numerous blogs, YouTube video submissions and social media.