HP: Clams Casino

Challenge

The next generation of PCs blends the mobility of tablets with the power and functionality of laptops, but HP did not have an online activation plan for their digital campaign. Assets for social media, analytics and integration were needed across multiple agencies.

Approach

HP’s newest PCs are the perfect solution for a sophisticated and capable demographic, as personified by the next generation of music, a blend of instrumental experimentation and digital mastery. In order to amplify its message, HP tasked W2O Group’s WCG agency to bring next generation marketing to life. By going onsite and generating content, we were also able to monitor the online conversation and pivot when we faced new challenges.

HP’s “2Days Beat” featuring Clams Casino was massive, and it was clear that our agency partners, along with a crack team of producers, had established something special. The approach of “build it and they will come” was boosted by two media activations: a promoted trend on Twitter and two-day masthead takeover of YouTube with live streaming content for five hours each day.

Results

For two days, producer Clams Casino and hip-hop artist Vic Mensa took user cues and verbiage submitted via YouTube to develop a crowd-sourced song. Using live components, WCG teams created 189 pieces of content in two days, including: 44 custom images, 9 Instagram videos and photomosaics, and 6 Vines. Our efforts drove 20,000+ views with 228+ million paid and organic views on Twitter. There were over 12,000 clicks on Twitter links, 2x the normal Instagram engagement, 3x the normal Instagram comments, and the best day of engagement via Vine in HP’s history with the platform.

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