Home >> Digital >> Article

H-P gets active in social media space with Toyrama, other initiatives

25-October-2007
Font Size   16
H-P gets active in social media space with Toyrama, other initiatives

The computer today is much more than a machine enabling its user to simplify work. Hewlett-Packard, a leading player in the IT space, is aggressively playing this card where it is looking at forming an emotional connect with its consumers rather than just focusing on selling hardware. In June 2006, H-P had changed its positioning with the campaign ‘The Computer is Personal Again’ and since then, it has launched several initiatives in the social media space.

Deepti Dang, Head, Marketing - Commercial & SMB, Personal Systems Group, H-P India, explained, “H-P has taken a conscious effort to be differently placed among the various players in this segment. Today, literally life crashes if one’s computer crashes. We at H-P look at computers as an extension of one’s personality and we have been running initiatives to fulfill our commitments in the social media space.”

Recently, H-P launched H-P Toyrama, an online animation contest that allows people to unleash their creativity. Since its launch, the contest has attracted close to 565 entries, out of which 225 are from India, which indicates the high level of engagement of Indians with their computers. The winner of this contest will get an Autodesk Maya software as well as an opportunity to visit the DreamWorks facility at Los Angeles.

Dang added, “We don’t look at associations as merely putting our logo or being ‘official sponsors’ somewhere. Instead, we look at partnering where our strengths can be used. At Cannes this year, we helped in making the place IT-enabled and that was our way of participating in the event.”

Besides these initiatives, H-P is gearing up for another season of MTV - Meet or Delete using the platform of ‘The Computer is Personal Again’. The series, developed by MTV in collaboration with H-P’s PC business, celebrates relationships and offers an exciting way of getting to know someone, be it for dating, identifying one’s next roommate or picking up a new band member. The initiative is like gazing into someone’s computer (including names of his files, his music, etc) and understanding his or her personality. The launch of the next season is slated in the early part of 2008.

Another programme is the ongoing Hall of Fame for the business notebook campaign using the platform of ‘Business is Personal Again’. Instead of getting celebrities to endorse the products, H-P uses game changers of modern day India who use the notebook in their day-to-day life. It has used people like designer Dilip Chhabria, filmmaker Karan Johar and architect Hafeez Contractor, who are all pioneers in their fields.

In the social media space, H-P has also planned some other initiatives such as H-P Learning Solution targeting schools and colleges. Besides, it also tied up with ICICI Bank to make finance easy.

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye