2012 Winners & Shortlists

The Brief

HP partnered with David Guetta to celebrate the release of their new DM4 Beats Edition laptop and asked us to create word of mouth around the launch of this product.

Describe how the promotion developed from concept to implementation

With a limited budget and a short period of time, we wanted to create a Twitter activation, which would spread rapidly. So we created the Beats On Twitter Concert, a virtual concert with David Guetta. After logging in to the microsite, the user and its Twitter followers were given pixel art bodies, which danced along with the music. Each participant was entered into a draw to win free VIP tickets to watch David Guetta live in Abu Dhabi.

Describe the success of the promotion with both client and consumer including some quantifiable results

This activation is still in progress at the time of the entry.

Explain why the method of promotion was most relevant to the product or service

The DM4 Beats Edition is the latest HP laptop, which focuses on delivering great audio with its built in subwoofer. A concert was therefore the best way to demonstrate the great quality of this sound system. And during the concert, banners informed users about all of the HP DM4 features.