HP Game On

idea

With the consumer computing and printing markets becoming increasingly commoditized, HP sought to drive consideration, retail traffic and sales by positioning HP as a technology innovator and promoting HP’s product differentiation by leveraging unique, high-profile NBA All-Star assets.

Strategically, we sought to:

  • Create an engaging activation at NBA Jam Session that drives interaction with HP computing and printing products and services

  • Integrate innovative wireless marketing tools and social media to engage consumers across multiple on-site activations. 

  • Partner with Los Angeles area retailers to drive HP product purchase.

ignition

We created the "HP Game On" mobile scavenger hunt to serve as our key activation platform during NBA All-Star 2011 in Los Angeles. Designed to reinforce HP's position as the NBA's "Partner in Technology Innovation," the promotion invited fans to participate in the ultimate Los Angeles scavenger hunt. 

Users could scan 100 different QR codes to earn points and badges around NBA All-Star Jam Session, NBA All-Star events at Staples Center, NBA All-Star host hotels and in-store at 30 local Staples retail locations.   The incentive: A VIP, all-expense-paid trip for two to NBA All-Star 2012 in Orlando, along with secondary prizes, which included a trip for two to the NBA Finals, 10 pairs of tickets to Lakers games, HP product and NBA Store gift cards. 

HP Game On was heavily promoted throughout NBA and HP social media outlets, via email to the Los Angeles Lakers opt-in list, in-store at Staples retail locations, and on ESPN radio. 

To provide additional support, the HP Street Team set out on a five-day adventure; driving an HP Game On-branded Kia to visit all 30 participating Staples retail locations throughout the broader Los Angeles area.  

The HP Street Team handed out Jam Session tickets, NBA Celebrity Game tickets, NBA All-Star Practice tickets and HP/NBA branded premiums.  Baron Davis, star of the hometown Los Angeles Clippers, and Basketball Hall of Famer Bill Walton made appearances at the Newport Beach and Glendale Staples stores to sign autographs and take photos with a crowd of over 200 avid fans.

impact

HP Game On delivered 4.4 million impressions across all media vehicles. The mobile app was downloaded nearly 6,000 times during NBA All-Star 2011, and more than 1,200 users registered and played the HP Game On mobile scavenger hunt. 

Nearly 30 percent of all HP Game On QR codes scanned were located at Staples stores. The two Staples stores with NBA player/legend appearances showed a 50 percent and 78 percent year-over-year incremental sales increase for the week of NBA All-Star 2011. For all 30 Staples stores participating in HP Game On, there was a 20 percent year-over-year incremental sales increase for the week of NBA All-Star 2011.