We created the “World’s Largest PC” and branded it the total Drive-In movie theatre. We selected the movie theatre as it created the best synergy in linking entertainment offline. Using the theatre screen, we created a mock-up of HP IQ770 TouchScreen computer, including the keyboard and connected it to a hi-powered beam which relayed the contents onto the movie screen. By partnering with a major online portal site (Daum) over 5,000 guests were invited to watch movies.At the site of the Drive-In movie theatre an HP branded bus with product experience booths enabled visitors to sample the actual product, whilst in proximity to the site the TV commercial was beamed through projectors and branded graffiti was utilized to increase awareness.Co-marketing was carried out with Harley Davidson and BMW Mini showcasing their vehicles at the site to further increase appeal and footfall.

Campaign SummaryMedia cost = 0Production cost = $30,000Across the first month of the campaign product sales rose by 30%Total achieved viral worth over $1,500,000 USDTotal viewers and audience = Over 800,000