We launched the HP Envy 14 Notebook with Beats Audio, offering top-of-the-line, high-performance audio technology developed in collaboration with Dr. Dre™ and Jimmy Iovine, CEO and founder of Interscope Records.

Music industry stakeholders were invited to the “HP Sound Lab Party.” We seeded the HP Envy with key influencers who blogged, tweeted and updated Facebook about their experiences. DJ Tilt acted as a brand ambassador, giving third-party credibility to the sound quality of the new notebook. Contesting and traditional media relations rounded out the program.

Exceeding client expectations, 83 guests attended the party with loads of tweets posted the night of the party. Our multi-stakeholder campaign engaged, educated and created WOM among key music-industry leaders and produced a program that serves as a benchmark for building relationships and continuing dialogue with the music industry.