Hewlett Packard is pulling out all the entertainment stops to integrate its new line of printers with key consumer passion points.
Just recently the technology brand made a seemingly unlikely partnership with rock band 30 Seconds to Mars in a bid to align rock and roll excess with easy to use live print functionality.
The HP ePrint Contest saw fans printing directly from their mobile devices to the band’s own personal HP printer in an attempt to prove pictorially why they were the biggest 30 Seconds To Mars fan in order to win the opportunity to meet the group at the Atlanta leg of their US tour.
Now the brand is staking a claim to the comedy circuit as it rolls out the HP ePrint Live campaign, a joint improv comedic collaboration between the brand and actors from the Upright Citizens Bridgade Theater. The premise of the promotion is relatively simple, viewers simply email in ideas for comedy skits (in the form of notes, pictures, songs or drawings) to an HP printer and a series of comedians will then perform them live on YouTube and a dedicated HP Facebook channel.
The campaign will launch with a YouTube homepage takeover on 21st January and sees the two-hour streaming event hosted by comedian Rob Riggle.
The Upright Citizens Theater Brigade – described by New York Magazine as "New York's hardest-working sketch comics" – certainly have the comedy prowess required to make this UGC campaign work, whether they can seamlessly blend in HP printers to their comedy is another matter. In some ways it isn’t really important if they don’t as the main thrust of this promotion is for HP to showcase its printer capabilities whilst also acting as the facilitator of new entertainment.