What does a PC and printer company know about music? Well, listen up. Millennials know and love their music. It is not only their passion, but also unites them with a lifetime of memories and experiences. So when HP and Universal Music Group wanted to elevate the profile of their new music platform, HP Connected Music, we developed a PR campaign that truly raised the sound bars.

Through a music-focused PR campaign, we brought their target audience closer than ever to some of the world’s most high-profile acts. From masterful Universal Music artists such as Iggy Azalea, Ellie Goulding, John Newman and more, each one performed an intimate live gig across Europe—to speak to the HP brand’s relevance and appeal in an authentic, hip and heart pounding way.

With over 300 pieces of coverage in the UK alone, coupled with an online reach into the millions, HP Connected Music subscriptions rose from 41,000 in 2013 to a chart-topping 200,000 in 2014.

Over a period of 18 months, we hosted six live music gigs with Universal Music headliners Iggy Azalea, John Newman, Ellie Goulding, Bastille, Rizzle Kicks and Professor Green. We also partnered with media outlets popular with Millennials to give away tickets and incite some ear-popping buzz. VIP media showcases for HP’s latest products, BeatsAudio and Universal Music, were featured with on hand brand ambassadors to encourage key journalists to play, imagine and interact with music in a multitude of sound dropping riffs—bringing the live music entertainment and HP Connected Music experience full circle.

Additionally, Q&A sessions were hosted for and by key music and lifestyle influencers such as music DJ, Gemma Cairney and presenter, Giorgia LA—to get HP included in music review articles and lifestyle blogs— a new media space for HP. HP also created a first ever interactive, crowd-controlled light show at the final event.

People listened.

• The UK now accounts for more than 35% of all HP Connected Music users.

o 200,000 subscribers now exist across the UK, up from 41,000 in 2013.

• More than 200 music and lifestyle journalists attended the six gigs and influencer events.

• 80 pieces of pre- and post-event coverage resulted, including core music and lifestyle media that normally did not cover HP

• 12 ticket giveaway competitions for the six gigs were featured in leading publications such as NME, The Londonist, Capital FM online, Heat magazine, SBTV and M Magazine.

• The light show was a European first and brought to life HP’s ability to support a new live music and dance experience through its groundbreaking technology.