HP created HP- ownable experiences linking key benefits of HP’s ENVY 14 NOTEBOOK WITH BEATS AUDIO to the youth audience’s devotion to music:• Creating new opportunities to experience music and sound like never before• Providing exclusive access/content to enhance their music/video consumption experience• Fostering like-minded connections between each other and with HPThe campaign wove HP’s ENVY 14 product story into the summer music landscape to reach the youth music enthusiast audience via multiple channels:• The Concert Series Remastered: Concert events including Weezer, Big Boi, and One Republic in NYC, Miami and Atlanta;• Deep Music Site Integrations: An Xbox-branded HP destination was created, complemented by dynamic “text to win” integrations with games including Guitar Hero.• Social Activation: Social media advertising and applications on Facebook kick-started organic spread of HP’s campaign message.• Video/TV Impact: Select music-focused properties (including MTV, and Music Choice) provided laser-focused reach of music enthusiasts.

The Summer Media campaign yielded over 1 billion impressions across all media, including:• Captured over 63 million views of the recorded HP “Concert Series Remastered” webisodes that included Weezer, One Republic, and Train.

• Beat the industry online engagement rate by over 6%, achieving an 8.73% engagement/interaction rate.• The Dynamic Logic Cross media study highlighted a lift among the target audience, who agreed that HP “offers the highest quality listening experience.”• Brand preference and purchase consideration increased.