In a campaign that showcased the power of branded content and community crowdsourcing, HP launched “HP ePrint Live” from New York City. Developed in conjunction with Porter Novelli*, the groundbreaking, improvisational entertainment event was live-streamed on YouTube and demonstrated the cool factor of HP’s ePrint technology to the young, always-on-the-go digital generation while setting a new standard for the creativity, delivery and effectiveness of branded content.
The two-hour live event, hosted by Rob Riggle (“The Daily Show,” “Saturday Night Live” and “The Hangover”), featured actors from the Upright Citizens Brigade Theatre (UCB) performing improvised skits based on submissions sent via HP ePrint from the virtual viewing audience to Web-connected HP printers on stage. For five days following the show, UCB Theatre actors continued to create custom comedy shorts on demand – and in real time – based on audience ideas sent in via ePrint. Skit ideas selected for performance were then posted to an HP ePrint Live YouTube channel and sent back to viewers to share across their social networks.
“Porter Novelli and HP’s work together on the HP ePrint Live event has truly raised the bar in transforming interaction between brands and consumers,” said Julie Winskie, global president, clients, Porter Novelli. “It allowed the virtual viewing audience to interact directly with the brand and see that ePrint enables mobile users to print anytime, from anywhere. In addition, consumers were given the chance to become part of a much larger experience in which their ideas provided the content for the entertainment event. This program has put HP at the forefront of this latest era of branded entertainment,” Winskie added.
The quantity and quality of brand engagement that HP ePrint Live facilitated have been significant:
- During the live event e-mails with improv ideas were being submitted at a rate of 25 per minute, and nearly 5,000 were received throughout the entire event.
- Video views of HP ePrint Live content on YouTube are at nearly 1.2 million.
- During the live event, people tuned in for an average of 19.5 minutes – two and half times the average for live streaming video.
- More than 62,000 people visited the HP ePrint Live Facebook tab in the lead up to and during the launch day.
- HP gained more than 32,000 additional Twitter followers that spread the word with a tweet reach of 11.8 million people.
Coverage of the program appeared across a variety of outlets including The New York Times, Mashable.com and Bloomberg TV.
*HP ePrint Live was developed in collaboration with fellow Omnicom agency Proximity, as well as the Omnicom Media Group.