The Adventures of HarperHarper's stories were told through 8 episodes of comedy viral videos and 16 comic strips online. They were localized to encapsulate the unique cultural nuances of each of the six markets in the Asia Pacific region: China, India, Korea, South-East Asia, Taiwan and Australia. Targeted TouchpointsThe content was seeded in channels highly relevant to IT managers. They included technology-focused networks such as CNET and ZDNet, and specific blogs frequented by IT managers. There were also ample opportunities for them to share the content by ‘liking’ and ‘commenting’ it via social media networks such as Facebook, YouTube, etc.Converting Interest into ActionThe content drove IT managers to learn more about HP and Intel via the campaign website, where they could participate in online games and download relevant information. To play, they needed to submit their contact details and their HP and Intel-related enquires. A call-to-action also helped to generate new business leads via a call-centre number.

More than 1.6 million unique visitors to site in 9 months- Average of 221,535 new visitors per monthHigh Click-Through Rates (CTR) Above Industry Average- CTR for each country was maintained at a high of 0.37% (200% above industry benchmark).High Download Rates of On-site Content- Average download rate per country was maintained at a high average of 5.99% (4.49% above industry benchmark).Achieved a 1:6 Return-On-Investment- Every $1 spent of marketing brought in $6 worth of direct sales opportunity (campaign attributed via a dedicated call centre and e-commerce tracking).(Source: Omniture, site catalyst 2010).