Case Study about HP: Promoting Beats Audio Technology
Overview: HP set up a partnership with singing sensation Plan B to promote the Beats Audio technology incorporated into HP laptops (in particular, the HP Premium model). In a video, the singer explains how he wrote one of his hits with help from his band. Co-funded by Intel, the initial campaign ran extensively across YouTube. A similar collaboration with Microsoft demanded a different approach to set it apart from the original version.
Strategy: M2M, HP’s media planning agency, chose to work with SAY Media to carry out a targeted campaign across relevant sites within SAY’s premium network. HP was particularly attracted to the quality of SAY’s creative execution, the scale of its network and the fact that it could select a top tier custom site list for the campaign. With the focus on Beats Audio, the campaign was designed to engage a music and entertainment audience. The aim was to generate views of the Plan B video and other featured artists and encourage ‘Likes’ on the HP Facebook Artist Lounge page, thereby generating awareness of the HP Premium laptop incorporating Beats Audio technology.