At the launch of the HP Photosmart Premium IAKI has designed and managed the organization and promotion of the HP ePrint printer Live, an unconventional in-store event supported by a social media strategy. As for online communication, the agency has relied on the Facebook page of the customer in order to stimulate word of mouth.

We spoke to Nicoletta Caluzzi, President of IAKI, to understand all the pieces of such an organized project.

What’re the client’s needs?

HP has asked the agency to advertise the ePrint technology that lets you print from a device with e-mail functionality to any HP printer, anywhere in the world. In particular IAKI was to promote the top printer of this new generation of products: HP Photosmart Premium.

What did you propose?

Considering the link between the product and the network, it was a natural step to develop an integrated strategy. The event at the Mondadori Multicenter in downtown Milan has constantly interacted with the web and social networks in particular (where the pictures were uploaded). On the HP Facebook page, IAKI has developed a product tab, a tab event and two applications. An influencer marketing initiative has been started to stimulate word of mouth. Finally, in-store, HP engagement has spread among the visitors with some help from promoters.

What’s HP ePrint Live?

For five days, HP has taken over the Mondadori Multicenter with decals, posters, corners and promoters to explain the ePrint technology and all the applications available to the product. The opening event was carried out by a testimonial: Linus, DJ, blogger and Radio Deejay director, who made a live demonstration of the printer. The top floor has been set up a space with a giant mock-up of HP Photosmart Premium, you could try the printers, pick up the photos of your Facebook profile (requested by applications FB) and, for the most curious, play with the Magic Camera.