HP x AMD Back to School & Gaming Roadshow

HP x AMD

We created two HP x AMD stands to showcase their impressive OMEN & Victus desktop & laptop ranges. Both stands provided an engaging immersive experience for the public that allowed customers to get hands on with the products. Using carefully selected games allowed us to showcase the key features of the products.

Challenge

How could we get customers to interact with HP x AMD devices without them visiting stores? We had to consider the journey of how to bring them from experiencing the brand as a piece of experiential marketing, to final purchase in-store.

Insight

Creating an inviting, engaging, and educational environment was required to capture customers’ attention. Understanding the target audience was vital to ensure the activities within the stand were engaging enough to make them stay and interact with the AMD range.

Solution

We began our experiential marketing campaign by putting up 6×6 stands in Newcastle, Manchester, and Birmingham, strategically chosen for the desired crowd and sales. The 10x14m stand was set up in Westfield White City, London. This occurred in August and lasted until September, targeting students and promoting HP’s back-to-school range.

We split our stand into six sections to highlight OMEN & Victus’s features. These included Sustainability, Demo, Over 18, FIFA & Rocket League, Lifestyle & Creative. The Creative zone reached customers interested in creative work as well as those focused on gaming.

We also created an online experience via a microsite created as part of the omni-channel journey. People could make ‘wish lists’ and were notified when their desired products were back in stock, if not available on the stand.

We ran a successful GWP for the duration of the campaign.

RESULTS

Over 1/3 of the daily visitors to Westfield Stratford (60,000) interacted with our stand, as well as reaching a whopping 190,000 consumers via influencer impressions.

SERVICES PROVIDED

Experiential stand
Tour logistics
Influencer partnership
Microsite Creation
Experiential Marketing
Social content
Event Staffing

“Working with Undercurrent was a fantastic experience, and the team were brilliant throughout the whole process, especially their ability to merge the digital with the physical to bring a truly omnichannel experience. We were impressed how they managed both HP’s and AMD’s interests and made sure that the campaign stayed true to the brief, and their strategy to create two experiential stands allowed us to make a big impact in Westfield London whilst also giving us the agility to tour the UK in a more cost-effective way.

 

EMEA Senior Channel Marketing Specialist, AMD