HP Asks Concertgoers to Rethink Printing

HP made recent business headlines with its new CEO. It’s also trying to generate headlines for its new ePrint technology, which it’s launching with a sponsored concert tour. Earlier this year, HP partnered with Live Nation and the band Thirty Seconds to Mars. At MediaPost’s OMMA (Online Media, Marketing and Advertising) Global conference on Tuesday in New York, Tariq Hassan, VP marketing at HP, and Russell Wallach, president of Live Nation Network, detailed their multimedia collaboration.

Music and technology combined to form two “passion points,” since “the core music fan is also connected 24/7,” Wallach noted. “In the past, people at concerts put up lighters during the show, and then it was cell phones. Now mobile phones connect you with other fans and those not at the venue, so the music experience is shared.” He reported that during performances 65 percent share on social media sites and 56 percent upload photos.

Hassan elaborated on the product, the target, and the program’s goals. “HP’s new technology allows customers to print from any Web-connected device, such as mobile phones and tablets. This presented an opportunity and a challenge to change the printing behavior of our target. We wanted to appeal to a young, tech savvy audience, and we needed to create awareness and a unique experience for them.”

Once the team established the synergy between music and technology, the next task was to find the right band. For each band under consideration, they reviewed record sales, the size of their social community, perceptions of the band and their interaction with fans. They selected Thirty Second to Mars for its widespread global appeal and its passionate fan base.

Hassan reported that for the band’s club tour across the U.S. they used an “activation strategy to engage fans before, during, and after the shows.” HP integrated the ePrint brand at each stage of the concert tour to broaden the audience beyond those attending the concerts through websites and social media outreach, including content created on YouTube.

Prior to the tour their search for the ultimate Thirty Seconds to Mars fan led contestants to send their information via ePrint technology. During the shows, fans were told to send entry forms by ePrint to the box office to be eligible for a chance to meet the band. They also set up an interactive photo booth at the shows with ePrint enabled printers. After the shows they featured the photo of the day and shared films taken during the performances on multiple platforms.

HP reported favorable results from social media impressions, to contest entries, ePrint photo booth visitors, and sold out shows throughout the tour.