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Hewlett-Packard (HP)
2Days Beat

RAN IN: United States

CLIENT
Hewlett-Packard

Rob Le Bras-Brown, SVP, PPS WW Marketing

AGENCY
180LA *Lead Agency

William Gelner, CCO
Matthew Woodhams-Roberts, Creative Director
Dave Horton, Creative Director
Zac Ryder, ACD/Copywriter
Adam Groves, ACD/Art Director
Jason Knight, Head of Planning
Andrew Zakim, Acct. Planner
Nancy Bernacchi, Acct. Director
Christopher Neff, Director of Interactive Production


PHD Media


WCG


Edelman


Porter Novelli


SUMMARY

HP needed to win with millennials during a cutthroat holiday season. Rather than talk from an ivory tower, we got down in the trenches with our audience and built a co-creation experience at the heart of youth music culture. With 2Days Beat, we invited fans to connect with up and coming producer Clams Casino and MC Mensa to co-create a song and music video LIVE on YouTube, fueled primarily by user comments. Ultimately, not only did millennial consideration grow 50% YoY, HP outsold its holiday forecasts for our hero product.

CASE VIDEO


Hero Medium: Interactive/Online

Audience: Millennials, 18-34

Objectives: Build brand equity

Type: Business to Consumer

Classification: National

Language: English