HP Innovation Journal Issue 04: Fall 2016

lineup of Workstations, its Premium family of see the winning wristbands in action and en- over 100,000 (over 24,000 festival goers laptops and Sprout by HP, a fully integrated joy the live music — an opportunity that was enjoying the interactive and immersive ex- desktop 3D scanning solution that lets you completely unique and special for these kids periences in The Lab), the event was a great grab something from the real world, manip- who ordinarily wouldn’t be able to afford this success. With HP experiencing a significant ulate it in the digital world, and bring it to life experience. response to its social media efforts. Over 21 in physical space. million social media The massive impressions were 70-foot dome garnered from the enclosed a fully festival; deliver- immersive, 360° ing ~438,000 en- 4k screen that sur- gagements, a 2.1 rounded up to 400 percent engage- festival attend- ment rate, and ees at a time in a over 870,000 video soul-shaking expe- views. Exposure of rience that includ- this type is import- ed artist creative ant for a company content as well as which is reinventing a NASA video that its brand for a new concluded with generation of tech- the phrase, ‘NASA nology consum- is sending 120 ers, many of whom HP Zbook work- view their devices stations to the in- Festival goers convene in the 70-foot dome to experience a 360-degree immersive experience from NASA — one of many different as integral to their ternational space virtual reality experiences enjoyed in the dome. creative sides. station’. Invisible As the exclusive Light Network and Dirt Empire produced This contest was an amazing way to technology sponsor, HP had the opportunity the immersive video experience using HP incentivize students to get their hands on to connect with consumers directly and of- Z840 workstations, ZBook Ultrabook Mobile Sprout and a great opportunity to learn what fer up a surprising new experience with the Worktations and HP Dreamcolor 30" displays. functions and capabilities are resonating with brand. Panorama was a key venue to show the kids to enhance future education-based the world how HP is reinventing itself and fo- Local students design event activations. cused on making innovative, immersive and impactful experiences through its technology. wristbands An event to remember “This program is about emotional connec- HP partnered with a group of artistic-focused tions and a reassertion of HP’s place in the students to introduce them to Sprout through Panorama was the first sponsorship of this market,” said Antonio Lucio Chief Marketing a “create-a-thon” to design the exclusive type for HP. With festival attendance of and Communication Officer, HP. “We are in- wristband given to festival go- spired by the opportunity to re- ers who participated in the Lab invent this iconic brand.”  activation. Each day, a new band design granted access to the HP VIP Auxiliary Space. Bronx Academy of Letters (grades 6-12) is located in District 7 in the South Bronx, an area with few, if any affluent residents, The Bronx is the city’s poorest borough, with 94 percent of stu- dents living in poverty. All participating students were invited to attend Panorama, Students work on their designs 24 Innovation Journal · Issue 4 · Fall 2016

HP Innovation Journal Issue 04: Fall 2016 | Page 24