Background
We needed to drive behavior change among consumers and small businesses that ultimately lead to the purchase of HP printers with ePrint. We wanted to infuse the ePrint experience into daily activities, to educate, inform, delight and reward those who embrace this new way of printing. And overall we wanted to create mass trial of ePrint among consumers/SMBs.
Idea
Working with friends at Porter Novelli and OMG we helped HP launch a live improv comedy show broadcast exclusively on YouTube with skits acted out based on user submissions via ePrint. HP ePrint Live demonstrated the spontaneity, simplicity and practicality of HP ePrint through hilariously crowdsourced improv comedy skits, designed to be shared virally.
HP ePrint Live showcased the functionality of ePrint by having consumers around the world submitting skit ideas (via ePrint) to a printer on stage that the Upright Citizens Brigade Theatre acted out and provided quirky improv responses to.
Results
• 1 Billion campaign impressions
• 20 Minutes spent viewing on average (2.5x the average for YouTube streaming events)
• 5,000 ePrint improv suggestions (3,000+ in under 24 hours)
• Over 5 million traditional media impressions
• Over 130 media outlets covered the program including Mashable and The New York Times
• Cost per participation only 72 cents
• 2.7 Million total participants
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