Background

In partnership with HP, Microsoft Windows and GRAMMY  blogger  Arjan Writes, Artist#Talk is an exclusive influencer series where  musical guests participate in a Q&A session and are given the opportunity  to tell their story.

To keep HP front and center, prior to the session, influencers are given the chance to trial the latest technology  and star products of the season, all enabled with relevant Windows 8 apps and Beats headphones.

Challenge

Drive trial of key products at onset of key purchase seasons and secure media coverage, ultimately  positioning HP as a credible voice in the entertainment influencer space and among the millennial target.

Activation

Artist#Talk  occurs once a quarter and HP has most recently teamed  up with the following talent:  Emeli Sande, Sebastian  lngrosso and lcona Pop.

The three events engaged over 177 influencers and secured 68 million total impressions to-date.

Results

  • 68M+ earned media impressions
  • 1,268+ total media placements in print, online and broadcast
  • 39M+ total social impressions
  • 29+ total traditional impressions
  • 177 music and lifestyle  influencers  attended including: Billboard, AOL Music, MTV, Complex, MSN  Music, The Huffington Post, ABC,  Refinery 29, Teen Vogue,  ELLE, PopSugar, Blackbook  Magazine and Cut & Paste.