ogny tue 1345 tariq hassan russel wallach

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CASE STUDY: HP MAKES SWEET MUSIC WITH LAUNCH OF ePRINT TECHNOLOGY

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HP ePRINT

VIDEO PLACEHOLDER

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HP’S CHALLENGE:DRIVE AWARENESS AND TRIAL OF HP ePRINT

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ENGAGING THE DIGITAL TRIBALIST

• GENERATE AWARENESS & EXCITEMENT AROUND HP ePRINT TECHNOLGY

• INTEGRATE POINTS OF PRINT THROUGHOUT THE PROGRAM

• DRIVE SOCIAL AMPLIFICATION

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WHY LIVE NATION? LIVE MUSIC IS A PASSION POINT FOR THE DIGITAL TRIBALIST

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LIVE NATION PLATFORM:

VIDEO PLACEHOLDER

http://studios.livenation.com/review/AlliancesReel/NorthAmerican-AlliancesReel-v4-Short_review_SD

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47% TEXT OR EMAIL

66% TAKE PHOTOS

32% FACEBOOK / TWITTER

CONCERT-GOERS ARE SOCIALLY CONNECTED AT THE SHOW

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THE LIVE MUSIC EXPERIENCE IS ONE THAT IS SHARED

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65% SHARE ON SOCIAL

MEDIA SITES

56% UPLOAD PHOTOS

31% WRITE REVIEWS

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MUSIC + TECHNOLOGY = AWARENESS

DRIVE TRIAL OF ePRINT THROUGH:• MULTI-TOUCHPOINT ENGAGEMENT • ASSOCIATION WITH THE RIGHT ARTIST • EXPAND REACH BEYOND CONCERT GOERS• MULTIPLE TOUCHPOINTS

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ARTIST SELECTION

• BRAND FIT• FAN DEMOS• LIVE AUDIENCE DRAW• DIGITAL AUDIENCE• SPONSOR FRIENDLY

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OUR SELECTION

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PASSIONATE FANBASE

• 6M+ FACEBOOK FANS • 400K TWITTER • 100M YOUTUBE VIEWS

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WIDESPREAD APPEAL

• MTV AWARDS• MILLIONS IN SALES• SOLD OUT SHOWS

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ACTIVATION STRATEGY

ENGAGE FANS BEFORE, DURING & AFTER THE SHOW

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BEFORE THE SHOW

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PROMOTIONS

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FAN PHOTOS

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FAN PHOTOS

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FAN PHOTOS

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FAN PHOTO SELECTION

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FAN PHOTO SELECTION

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WINNING PHOTO

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ULTIMATE FAN EXPERIENCE

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SOCIAL MEDIA OUTREACH

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DURING THE SHOW

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ePRINT PHOTO BOOTH

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CONSUMER ENGAGMENT

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ARTIST MEET & GREETS

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AFTER THE SHOW

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HP PHOTO OF THE DAY

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CONTENT

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RESULTS

31,000+ CONCERT ATTENDEES

22MM+ ADVERTISING IMPRESSIONS

34MM+ SOCIAL MEDIA IMPRESSIONS

2000 CONTEST ENTRIES

OVER 3,000 ePRINT PHOTO BOOTH VISITORS

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VIDEO RECAP

VIDEO PLACEHOLDER

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KEY LEARNINGS

• EXECUTE LOCALLY, AMPLIFY GLOBALLY• BEST WHEN ALL PARTIES WIN• BANDS ARE BRANDS TOO• ALWAYS KEEP THE FANS IN MIND FIRST - 1• BE FLEXIBLE

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