Hewlett-Packard is teaming up with the YouTube for a live show in the form known as branded entertainment. The program will be featured on YouTube’s home page from 3 p.m. to 5 p.m. Eastern time on Friday.
The purpose of the show, called “H.P. ePrint Live,” will be to demonstrate a new H.P. technology, ePrint, which enables people who want to print files or photographs to send them from mobile devices to Web-connected H.P. printers, each with a unique e-mail address.
The live stream of the show (youtube.com/hpeprintlive) can also be watched on Facebook (facebook.com/hphome) and on mobile devices (hpeprintlive.mobi).
Best Buy, the H.P. retail partner for the show, will use Facebook, Twitter and e-mail newsletters to encourage its customers to participate.
H.P. is also running a campaign for ePrint in traditional media, created by another Omnicom agency, Goodby, Silverstein & Partners in San Francisco. In a television commercial, a file being e-mailed by a man on an island vacation to his printer at work is personified by a chunk of the island that suddenly breaks off and starts floating from the tropics to his office in Manhattan.
“Introducing the new Web-connected printers with ePrint from H.P.,” an announcer says. “Print from any mobile device so your ideas can be there, even when you’re not.”
After “H.P. ePrint Live” ends, the show will be edited into segments that will run as promoted — that is, sponsored — videos on YouTube.
And the performers will continue to create clips based on ideas that consumers submit from Saturday through Jan. 26. The results will be posted on Facebook and YouTube and copies e-mailed to those who had suggested the ideas.
On the the video below you can see the Palm Pre making an e-print:
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