“People everywhere are using technology to do what they love,” states Hewlett Packard as it initiates a global marketing campaign celebrating how the use of technology is enabling people across the globe to pursue their personal and professional passions.
The new ‘Everybody On’ promotion will kick off with a 60-second TV spot featuring a prominent music sync; an instrumental version of the Lou Reed track ‘Walk on the Wild Side’. The ad itself will depict a variety of passion points from music through to fashion.
A core component of the campaign sees the brand collaborating directly with the 53rd Annual Grammy awards, as it taps into music as one of the key passion points technology is helping to advance. During the awards show the brand will unveil a series of sponsorship bumpers, details of upcoming content showcased on a HP TouchPad and a series of ads during the program’s breaks. One of these ads will feature Alicia Keys – and product placement of the HP Notebook that features Beats Audio – as she shares her passion for music.
“Technology plays a vital role in how people explore, develop and enable their passions,” said Richard Gerstein, senior vice president, Strategy and Worldwide Marketing, Personal Systems Group, HP
A digital hub will form the centre point for the campaign enabling visitors to engage with a selection of key brand ambassadors (such as ‘Project Runway’ star Mondo Guerra and IndyCar driver Gil de Ferran) and access variety of digital content during the promotion.
The HP brand has been making a concerted effort to tap into a variety of consumer passions of late. Recent promotions include a sponsorship tie up with rock band 30 Seconds to Mars, and an improv YouTube partnership with comedians from the Upright Citizens Brigade Theater.
The positioning of technology as an instigator and influencer in these circles is a powerful one, creating an emotional connection with products beyond their purely functional aesthetic. How the brand manages to put this concept into tangible experiential practice remains to be seen. However, a series of pre and post Grammy events slated to take place over the coming weeks, whereby celebrities and guest can experience Beats Audio at HP listening stations, may be a precursor to wider consumer activations.