Technology companies are increasingly going beyond the traditional touch points to create greater engagement with their TG. A recent example is Hewlett-Packard (HP) tying up with Universal Music and Hungama to make entertainment one of the key components of its marketing strategy this year.
While observing that today’s user wants a mix of technology and entertainment, Ranjivjit Singh, Head - Marketing, PPS, HP India said, “Entertainment will be the focus area for us this year as HP ties up with Universal Music and Hungama to launch one-of-its-kind notebook called HP Connected Music.”
HP has been involved in the launch of hybrid devices and ultrabooks displaying music and lifestyle. Besides HP Connected Music, the company has addictive entertainment properties and associations such as HP Print Art Workshop.
Commenting about the energy quotient involved, Singh said, “Available with a catalogue of over one million songs across different genres and languages, this is a free service provided by HP for one year on the purchase of Windows 8. Apart from the unlimited download, it also offers a 30-second preview before you download a song.”
HP Connected Music in India also includes a section called ‘Money can’t buy experience’, which includes an access to various contests where users can win prizes in the form of passes and concert tickets.
Regarding the cost factor involved in providing the free service for a year, he said, “As part of the marketing strategy, first year is the seeding period, which is a compelling value proposition for users who would like to extend the service on a long term basis.”
Commenting on entertainment through social media, Singh noted, “Even though there are many challenges in social media in terms of getting a direct negative feedback, a DJ doesn’t just break his own music, but others’ as well.”
Keeping in mind the fact that a large part of India’s population is the youth, who are tech savvy and prefer laptops over television, HP recently launched its new Windows 8 based products for the Indian market, which include the Envy TouchsmartUltrabook 4, Envy X2 hybrid and Envy 23 AIO.
Ranjivjit Singh was speaking on the topic ‘Entertainment as a platform to marketing technology devices’ at the Delhi leg of the Pitch CMO Summit, held in Gurgaon on March 1, 2013.