hp and tiesto in the booth
TRANSCRIPT
• Drive Intel Brand Relevance
• Introduce UltrabookTM as new exciting PC category
• Drive preference and consideration for HP PCs with Intel® CoreTM Processors
Objectives
• Target Young Adults Plus (18-34)
• Tap into passion for music, social interaction, real world connections, experiences, and ownership for next generation of music.
• Build brand and preference by providing great content, access, and platforms to share and express identity.
Strategy
* International Music Summit Business Report 2012 (Kevin Watson)
EXPONENTIAL GROWTH OF EDM CATEGORY
Today there is a new music superstar erupting on the scene. They are our modern-day rock stars…they are the world’s biggest DJ’s.
Las Vegas hosted Electric Daisy Carnival
with a record breaking 300k+ attendees over 3 days
Tiësto Live at CES
Syndicated Media
Livecast
Social Media
CES Technology Talk
CES Ultrabook product & Campaign Launch
Campaign Overview
Seamless with publisher user experience.
Never interruptive.
Sharethrough Sponsored Videos
Owned Earned
Brand Content Marketing Strategy
• All clickthroughs drove to Facebook
• Optimized toward highest social
engagement rates
Paid• Native video• Editorial
Results
• 230M press impressions
• “Hottest ticket in Town”…“The Tiësto partnership was an ideal way to showcase [HP & Intel’s] top priority for 2012: The new Ultrabook category… splashed all over the venue” – Billboard
• #TiestoLive was the best performing Promoted Trend in US history and drove significant engagement
• Exceeded brand favorability lift benchmarks
• Exceeded purchase consideration lift benchmarks