Infinity Marketing Team

Event Marketer, March 10, 2005

Just kicking off its second year on the road, Hewlett-Packard's You+HP road show will log its one millionth visitor next week.

Visitors get to keep their music and their virtual bike ride video on a DVD

New for '05: Advanced Micro Devices tags along as exclusive cosponsor for the year-long ride. AMD will tout the capabilities of its Athlon 64 microprocessor, available on some HP computers, and use the platform to strengthen its relationship with the computer maker. (HP also sells devices with chips made by AMD rival Intel.)

The revamped traveling exhibit showcases more digital entertainment in place of some of last year's digital photography and imaging. Vignettes include a digital media center built around an AMD-driven HP computer, a digital music recording studio, and a green-screen video bike ride with a virtual image of Lance Armstrong, whose cycling team is sponsored by AMD. Visitors get to keep their music and their virtual bike ride video on a DVD preloaded with AMD info.

"The objective is for consumers to experience what it's like to use AMD technology and products, and get a better understanding of what you can do with your wireless and media products," Carina Lynch, channel sales manager at AMD, told Buzz.

Bob Major, HP's consumer events manager, imaging, printing and systems group, told Buzz the number of consumers who bought HP products within 12 weeks of visiting the rig last year far exceeded the company's expectations. Agency: Infinity Marketing Team, Hollywood, CA.