| Title | HP ZOOM ISTANBUL |
| Brand | HP |
| Product/Service | CONSUMER ELECTRONICS |
| Category |
F03. USE OF CO-CREATION & USER GENERATED CONTENT |
|
Media Agency
|
OMD Istanbul, TURKEY
|
|
PR Agency
|
EDELMAN TURKEY Istanbul, TURKEY
|
|
Entrant Company
|
EDELMAN TURKEY Istanbul, TURKEY
|
Credits
| Zeynep Tolun |
Edelman Turkey |
Head Of Digital |
| Emre Gürsoy |
Edelman Turkey |
Digital Account Executive |
| Antoine Soussaline |
Edelman France |
Head Of Digital |
| Sinem Sezgin |
HP Turkey |
Consumer Marketing/Alliance Activities Lead |
| Göksenin Zengin |
OMD Turkey |
Senior Account Planning Executive |
| Tracy Kuyumciyan |
OMD Turkey |
Account Planning Executive |
Creative Execution
We drove fans to the HP Zoom Istanbul Facebook application via social media and DJ Talks on the radio. Once they got on the Facebook app, the app opened up a map that they can zoom and with each time they zoomed, users got closer to the location of the prize.
The contestants zoomed into the map with every tweet under #HPZoomIstanbul. During the hunt, DJ talks and frequent advertorials on radio encouraged fans to get into the contest and visit the Facebook app.
The excitement of the fans and engagement generated through the contest was clearly visible with the results. We gained 29.3 million impressions and 4.2 million reach on Facebook while 1,764 unique users visited the app and spent an average of 7:57 minutes. We also garnered: 2,136 tweets under the #HPZoomIstanbul hashtag and reached 502,285 Twitter users. This all happened 2 treasure hunts that only lasted 4 days.
HP wanted to reach the young vibrant and socially active audience and create a reason to engage them online introducing two hero products of HP: Slate 21 & x360
Our strategy was to only catch them while tweeting or commenting but to amplify our marketing efforts by merging online & offline.
We offered fans a treasure hunt that started in the virtual world and ended on Istanbul streets. It started with #HPZoomIstanbul, a social media treasure hunt in partnership with the most popular online technology portal, ChipOnline & the most popular radio channel in Turkey, Powerfm.