hp - zigging while they zag: redefining a category through social

Redefining a Category Through Social

Natalie Malazenko, Director, WW Digital Marketing & Social Media

Signal San Francisco | March 21st, 2012

Spectre: The Premium Ultrabook

Countdown & Tease

Perceptions Form

2nd Teaser Showing Features

Perception Evolved

Breaking Through CES Noise

© Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Throw a Party

First Ever Live Streamed Concert on Twitter to Celebrate Spectre

•Over 1450 blogs written about live stream with pick up in U.S., UK, Netherlands, Japan, & others, showing amazing Global Reach

•Mashable Article 2nd most shared article of the week and it launched on a Friday.

First Ever Live Streamed Concert on Twitter to Celebrate Spectre

• #TiestoLive, trended #1 Worldwide ORGANICALLY beating #CES Buzz

• #TiestoLive rose total HP CES buzz to be the most mentioned tech brand in timeframe:

Did it work?

© Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

“Everyone knows that when it comes to great-looking laptops, Apple leads the way. Or, at least, used to lead the way. Until HP announced their new design at the Consumer Electronics Show in Las Vegas. […]The Spectre is thin and extremely portable as you'd expect from an Ultrabook -- but it's also drop-dead gorgeous.” – Gary Krakow

Lenovo

Toshiba

Acer

ASUS

Dell

Samsung

HP

Ultrabook Mentions

HP UltrabooksMentionedmore in UltrabookDiscussions than anyother Windows PC manufacturer.

Momentum

© Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Spectre Eclipsehpeclipse.com#SpectreEclipse

Thank you

© Copyright 2011 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

@NatalieMalasnatalie.malaszenko@hp.com