HP Features Product with Live Improv

Hewlett-Packard took a new approach to branded entertainment when they executed the event "HP ePrint Live," a live-streamed improv comedy show that featured their newest product and engaged people from all over the country.Well-known comedian Rob Riggle hosted the improv show which was shown in real time on YouTube as well as the HP Facebook page; he stood beside a HP ePrint printer pulling out suggestions as they were being sent in by real viewers.

Most improvisational comedy is done with the help of the audience to form cues and suggestions for skits. The basis of this show is that the virtual viewing audience could email in their suggestions to the web-connected HP printers on stage. If their suggestion was chosen, viewers won themselves a free ePrint printer, added to the benefit of seeing the Upright Citizens Brigade perform their idea in front of thousands of people. The creation of this branded content was an innovative way to bring to life the benefit of a product's new technology, the ability to print from anywhere. This branded entertainment campaign was an entertaining way of doing a product demonstration, and it was extremely successful. By featuring the show online, it allowed for a broad audience to view the show and essentially tune in to see how the product works and find out themselves the benefits of printing from anywhere. This interaction between the brand and consumers was overwhelmingly successful because viewers enjoy being able to provide inspiration for the improv, and see how their ideas are played out.

 Porter Novelli, which worked with Hewlett-Packard to develop the show, reports that "during the live event emails with improv ideas were being submitted at a rate of 25 per minute, and nearly 5,000 were received throughout the entire event." They also state that after the show HP gained more than 32,000 additional Twitter followers, proving that their campaign successfully attracted many people's attention. This set a whole new standard for creativity, delivery, and effectiveness of branded content. 

http://www.youtube.com/watch?v=lszHJB6aqok

Sizzlin' T-bone Barbecue- ePrint Live

Video

http://www.youtube.com/watch?v=mBrJyuStymU

The Real King Arthur Story- ePrint Live

Video 

Mashable (17 January 2011). HP Launches Live Improv Comedy Show on YouTube. Retrieved from: http://mashable.com/2011/01/17/hp-eprint-live/

Porter Novelli (18 February 2011). HP ePrint Live. Retrieved from: http://www.porternovelli.com/news-room/hp-eprint-live/