Infinity Marketing Team

Strategy Magazine, June 2005

"People have passions around photography brands or computing brands - a number of people only buy Brand X. We not only want to convert a brand user, but traditional photographers."

HP recently introduced its second annual "You Rock! Tour,"

"People have passions around photography brands or computing brands - a number of people only buy Brand X. We not only want to convert a brand user, but traditional photographers."

With that goal in mind, HP recently introduced its second annual "Your Rock! Tour," only this time, it's starting a couple of months earlier. First launched North America-wide in August 2004, the initiative involves two-member teams who drive around in decked-out Escalades. They visit malls, entertainment districts and other popular hangouts, where they invite passerbys to test HP Media Center notebooks, Photosmart printers and digital cameras. HP reps hand out materials that send participants to an exlusive URL to potentially win prizes, making the campaign trackable.

This month, the brand will also be visible in Famous Players party rooms, so that families celebrating kids’ birthdays have access to digital cameras.

“It provides an impression beyond traditional advertising and other means that are getting a little stale these days. It makes it real, “says McAvoy, who adds the tryvertising efforts are part of HP’s overall marketing strategy shift away from tech-specific messaging towards focusing on how people interact with the product in advertising.