HP Effort Enlists Clams Casino to Make Music With Consumers
Posted in: Uncategorized
Campaigns that seek to engage viewers through social media in real time are not a new thing. Old Spice introduced the dynamic with its groundbreaking “Responses” campaign in 2010, in which The Man Your Man Could Smell Like Isaiah Mustafa conversed with customers virtually on the fly on YouTube.
Since then, other marketers have sought to interact with consumers in a similar fashion in campaigns featuring everything from accountants to grannies. But HP is now adding the act of creation to that interaction during a YouTube event launching next week starring Clams Casino, aka Mike Volpe, a hip-hop producer known for his quick manipulation of digital tools and who’s worked with artists including A$AP Rocky and on videogames like Grand Theft Auto V.
Created by Omnicom’s 180 L.A., with production out of Stink Digital and Skunk, the campaign promotes HP’s SplitX2, a detachable device that works as both a laptop and a tablet. It will see Casino, along with hip-hop artist Vic Mensa, turning consumers’ YouTube comments into sounds for a new track and elements of an accompanying music video. It kicks off with a teaser video on YouTube today promoting the two-day event beginning on Monday at noon Pacific Standard Time.
Post a Comment