Point & Shoot: Leveraging brand ambassadors to sell 3000 cameras on the first day of availability via social networking strategies and a conversion central micro website conversion experience.
need
A creative approach was needed to promote the co-branding relationship of HP and Gwen Stefani, while appealing to the fans of Gwen Stefani and L.A.M.B. (Love.Angel.Music.Baby), her unique line of clothing and accessories. The goal of the site was to provide an experience that was engaging, entertaining, and intuitive—offering customers amazing quality, ease of use and style—and ultimately, driving users directly to the HP online store.
solution
Zeta Interactive was selected to design the interactive marketing experience for Gwen Stefani's custom-designed HP "kanji-fashion" digital camera. This was achieved by:
- Creating a flash-based interactive experience that progressively revealed details about the limited-edition camera as users explored the site
- Highlighting the compelling features of the collectible camera and providing a clear, direct path to purchase
- Using a graphical style and imagery that spoke to the target audience and simultaneously supported both the HP and Gwen Stefani brands
Additionally, the site included Gwen's new music video "Hollaback Girl," which features the limited edition camera in its opening scene.
results
As a result of this interactive marketing experience and offline promotion, the HP Photosmart R607 Harajuku Lovers Digital Camera sold out in record time.
