HP

The “ePrint Live” program supported the launch of a new mobile printing technology called HP ePrint, offered exclusively on HP printers.

The challenge was to change the perception that you can’t print easily from your mobile device. Proximity wanted to infuse the ePrint experience into daily activities, and to create mass trial among consumers and small and medium businesses (SMBs).

The core target was affluent, professional families, as well as digital tribalists (young professionals and students) and ambitious leaders (career-driven and hard working).

The insight was that the targets perceived their printers to be disconnected from the suite of digital tools in their daily life and therefore were printing less.

HP ePrint Live demonstrated the simplicity of the tech through crowdsourced improv comedy skits, designed to be shared virally. It showcased its functionality by having consumers around the world submitting skit ideas (via ePrint) to a printer on stage that the Upright Citizens Brigade Theatre acted upon.

Paid media raised awareness of the live event and social channels were used to generate conversations about HP ePrint. All efforts drove to the HP YouTube page that hosted the second-ever live streaming event on the platform.

The campaign was covered in 133 media outlets (New York Times, Mashable, etc.), and the average user tuned in to the live event for 19.5 minutes – over 2.5 times the average. In total there were one billion campaign impressions and 2.7 million participants.