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.
What’s the unconventional twist? What’s the Magic Camera?
A targeted solution of experiential marketing. A space dedicated to children where a photograph was carrying their image away and then transferring it to the printer a few meters away. The principle of this activity took up the benefits of ePrint and offered visitors a souvenir photo with a magnificent backdrop. The activity was designed for the main target of this item: families. It’s also an example of experiential solution, a technique increasingly effective and popular among companies.
How was the Facebook marketing activity designed?
On Facebook we have developed a tab dedicated to the event and one for the product, as well as an activity of adv. IAKI social media team also worked on the editorial plan of the HP ePrint Live wall to communicate to all members. Three applications developed for the project (ePrint Friends, Postcard and ePrint HP ePrint Live), all with one goal: to prove to the people the simplicity of ePrint technology and are pleased to send your own pictures in print with ease. Once you have selected the photo to print, all you needed to do was go to the event in Piazza Duomo in Milan and collect them.
What are the strengths of the project?
This integrated campaign has many strategic advantages for the customer. The idea of differentiating Facebook applications is a parallel with the different modes of interaction that the HP Photosmart Premium offers, aimed at different targets. The business of social media and ambient marketing held at the Mondadori Multicenter also have been tailored to their families because they represent one of the privileged interlocutors of these printers: the product, being always connected to the network, offers various services, up to date and safe.
Were there some complicated logistics?
The whole organization of the event has required a great capacity for coordination, especially between the events team and the coaching staff, to ensure that both the printer and the mock-up talked with the web to produce the experience.
What was the online resonance of the event?
Considering the work done on the Facebook page, the adv and the operation of influencer marketing aimed at bloggers (the moms segment and technology enthusiasts), we can say that the word-of-mouth has been really popular on the network: many bloggers have spoken of the initiative and some buzz was triggered on social networking sites.