HP India Facebook page crossed the 100,000 fans milestone on Holi last month. Soon after, the HP team started an innovative social co-creation project. As a result, it released its first-ever Facebook community song today. This song is for the fans, created by the fans.
Through research, HP realised that the young generation is always online, even when on the move; thus the digital medium plays a significant role. Therefore, “music as a theme and digital as a medium is a very significant part of our marketing strategy,” said Ranjivjit Singh, CMO of HP PSG India.
When the company crossed the milestone, it wanted to do something different with its Facebook fans, using music as the platform to enhance engagement. That’s when the HP team thought of creating this crowd-sourced song. Through this they could nurture the talent they had identified during the recent Facebook music contest.
All elements of the song – lyrics, music and video – were sourced from Facebook fans to create a music video.
Lyrics such as ‘Rise Up’, ‘My HP, My life, My world’ and ‘Fly with me, because I am a free bird’, were then provided to Ankit Bhardwaj, a young talented musician from Chandigarh, who won the Beats Audio music contest on the HP fan page in September last year. He along with his band, ‘The Basement’, brought life into the song by composing and recording the song. The music video has images of fans, who contributed lyrics for the song.
Watch HP India Facebook Song - Rise up
“We have successfully activated a community of HP fans to create something they can own and share. Also, the ‘engaged brand’ element is stronger than ever and fan engagement levels have shot up,” said Singh.
So does HP have plans to share this song in other media? “This song has been conceived and developed by our fans, so we would like to get their reactions first. If they are happy with what they’ve created, we will support them in taking this creation to a larger audience in the best possible manner,” concluded Singh.