Music, art and entertainment formed the basis of HP Inter Action. In the first stage, HP held local DJ gig parties in popular clubbing venues across Southeast Asia.The second stage featured ravesized audio-visual feasts in Seoul,Taipei, Shanghai, Hong Kong, Bangkok and Sydney, with international DJs.About 10,000 people attended the parties.
Pre-event, HP engaged bloggers and seeded various social networking sites.A Facebook group became a key buzzgenerating vehicle, where participants could also book tickets and link to a dedicated microsite.
After the event, photos and videos were immediately uploaded to the social networking sites. HP’s Inter Action Facebook group attracted over 1,000 members from around the region, and continues to serve as a forum for members to discuss the arts.
Based on a survey taken at the event, HP found that 46% had learned of the event through word-of-mouth and 26% through Facebook and the microsite.“The event’s success was largely attributed to the active use of digital media at each of the pre-event, event and post-event stage,” said Dennis Mark,VP of marketing for HP Asia-Pacific.
