HP Promo, Case study EPRINT LIVE by Porter Novelli, Proximity Toronto

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Industry Printers, Scanners & Supplies
Media Promo & PR, Case study
Market Canada
Agency Porter Novelli
Agency Proximity Toronto
Director Matthew Mills
Creative Director Rohit Sang, Ari Elkouby-Associate Creative Director
Producer Carter Edwards, Jason Dick
Account Supervisor Sarah Brown
Released January 2011

Credits & Description

Category: Best Use of Branded Content
Advertiser: HP
Product/Service: HP EPRINT
Date of First Appearance: Jan 14 2011
Entrant Company: PORTER NOVELLI, New York, USA
Entry URL: http://www.hpeprintlive.com/cannes/mediabranded.html
Senior Vice President: Caroline Titmuss (Porter Novelli)
Vice President: McKaela Moran (Porter Novelli)
Executive Producer: Ben Stein (Porter Novelli)
Director: Matthew Mills (Space Station)
Vice President: Amy Tokarski (Porter Novelli)
Creative Director: Ari Elkouby (Proximity)
Producer: Carter Edwards (Upright Citizens Brigade Theatre)
Account Supervisor: Sarah Brown (Proximity)
Creative Director: Rohit Sang (Porter Novelli)
Associate Media Director, Social & Mobile Strategy: Mickey Mantas (OMD)
Strategist: Ann Lee (OMD)
Producer: Jason Dick (Proximity)
Media placement: Standard Ads - 4 Variations - Facebook - 21 January 2011
Media placement: Digital Video Ads - Google Display Network - 17 Janaury 2011
Media placement: YouTube RoadBlock - YouTube Homepage - 21 January 2011
Media placement: Event Ads - Facebook - 18 January 2011
Media placement: YouTube Promoted Videos - YouTube - 17 January 2011
Media placement: Promoted Twitter Account - Twitter - 10 January 2001
Media placement: Promoted Twitter Trend - Twitter - 22 January 2011
Media placement: Promoted Tweet - Twitter - 13 Janaury 2011

Insights, Strategy & the Idea
Let’s admit, in general people don’t think printing is exciting. When HP launched its new technology, ePrint, that allows people to print easily from mobile devices, it was proving to be a hurdle for people to believe printing had changed. Our challenge was to wake up people to the relevance and simplicity of HP ePrint technology in a fun, interactive way.

Our strategy was to activate a mass trial of ePrint but through an organic integration that allowed people to enjoy unique and entertaining content online. We developed a fully integrated digital program that put the viewer in the director’s chair: ePrint Live was born. ePrint technology was the conduit for the first crowd-sourced live comedy show on YouTube, allowing people to send suggestions to a printer on stage.

The goal was to socialize ePrint with the mobile generation to drive understanding and advocacy for the technology.

Creative Execution
Buzz –A YouTube homepage takeover promoted the live show as did a series of digital placements across Facebook and the Google Display Network. YouTube personalities created customized teaser videos and PR secured exclusive feature stories with the New York Times and Mashable.

Main Event – A two-hour live streaming show hosted by comedian Rob Riggle with audience inspired skits performed by the Upright Citizen’s Brigade Theatre. The show was streamed across YouTube, Facebook, all optimized for mobile devices with a call-to-action.

Momentum – Five days of rapid response with the UCB recording custom comedy shorts picked from the 5000 ePrinted suggestions. The videos were posted and sent back to the viewer to share across their networks.

Results and Effectiveness
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.