At CES 2017, HP announced the launch of their ultra-thin business convertible, the HP EliteBook x360. As part of the product's launch, we looked to deliver a social media campaign that would:
Our objectives included:
In the city that encompasses work and play in equal measure, Las Vegas provided the perfect backdrop to showcase a product designed to seamlessly shift from business to pleasure.
#WorkFromVegas is an activation designed to showcase that working from Vegas isn't about where you are, or where your office is, it is about blurring the lines between business and pleasure and positioning the HP EliteBook x360 as the perfect technology with which to do this.
Using each of the product's key features as a starting point, we onboarded Instagram and YouTube influencers across travel, lifestyle, architecture, and technology, and challenged them to capture working from Vegas like never before. With six of the product's features, we specified six individual briefs to showcase each of the key features, and tasked our influencers with capturing the briefs in the best and most unique way possible. The briefs included:
Leading Instagrammers responded to their briefs across their own Instagram channels with supporting content on HP Europe channels to create buzz and drive awareness of the product launch. Instagram stories and posts drove to respective landing pages.
Global technology influencer, Unbox Therapy, unboxed the product against the backdrop of the infamous Bellagio Suite, showcasing the products specifications to drive awareness of the product's launch.
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