On-the-ground activations at white-hot music festivals have become a proven cornerstone of HP’s strategy to build relevance for the brand and its premium PCs among discerning millennial consumers.
Collectively has built out a tiered influencer strategy supporting HP’s vision to “Reinvent Experiences That Amaze” at Coachella and Panorama over the past several years.
In 2018, a diverse group of 45 influential social media personalities across Music, Art and Technology content verticals served as on-the-ground correspondents to tease, amplify and extend the brand’s technology innovations to festival-goers and those following along at home.
Influencers encouraged foot traffic to the HP Lab and Lounge, a geodesic “Digital Eden” where digital artists entertained with light painting installations powered by HP workstations and festival-goers customized water bottles with HP tech. In between seeing favorite bands collaborators got up close and personal with the Spectre x360, HP’s hero product, which they strategically integrated into Stories alongside images that captured the joyful vibe and possibilities of artistry with HP—organically uplifting the brand’s image.
These festival activations outperformed the brand’s engagement rate benchmarks by 2x, and in comparison to the previous festival season, 2018 saw increases in reach, engagement rate, and the percentage of relevant comments.