Infinity Marketing Team

You + HP Experience brings home top honors in two categories

Event Marketer magazine’s fourth annual Ex Awards, for excellence in outstanding event and experiential programs in 2005 awards Infinity Marketing Team with a Gold Statue for the You + HP Experience.

Hewlett-Packard let people know more about its digital cameras and entertainment products with the You + HP Experience, which hit 35 big events nationwide from March through December. It all added up to “by far the most interactive, immersive experience the company has ever created,” says Bob Major, HP’s event marketing manager.

Two 70-foot trailers housed an exhibit that was scaleable to 4,000, 6,400, or 8,000 square feet, depending on the venue. After filling out a lead-generation card/sweeps entry, visitors could have photos snapped while standing in a hot-air balloon basket or sitting on a Harley Davidson, then print them—all using HP products. Also on board: an array of HP home entertainment products, including digital projectors and plasma screen TVs; a cyber lounge, where visitors could email their photos; and a retail store.

The brand tripled its sales goal, generating $3 million in on-site and incremental sales—and nearly one million people participated in demonstrations.