Consumers above 18 years in Seoul, Taipei, Bangkok, Sydney, Hong Kong and Shanghai can take part in ‘HP Inter Action: Art in Motion’, held from 29 November to 8 December. International DJs such as Coldcut and Nu-Mark will join local musicians, artists and designers in showcasing their talent with the use of HP technologies.
A microsite (www.hpinteraction.com) will launch on 5 November with registration information. Meanwhile, PR incumbent Burson Marsteller has started a Facebook group (HP Inter Action) for fans to interact with each other.
The parties have been scheduled to take place three months after the launch of HP’s new design-led series, HP Imprint. These consumer notebooks target youths through a range of three high-gloss, colourful covers.
HP Imprint is one of several similar launches from Dell and Sony, which also leverage aesthetic appeal to attract younger consumers.
Chin Hon Cheng, VP of consumer products and mobile, Personal Systems Group, HP Asia-Pacific and Japan, said the event embodied “the dynamic personal connection between youth and technology through the expressive medium of music and art”.
‘Art in Motion’ is the second leg of Inter Action, which debuted in Singapore earlier this year through a series of local DJ concerts. However, while the first half focused on music marketing, the second half adds visual art to the mix. Seoul is the only city to experience both legs.
Inter Action supports HP’s year-old global platform, ‘The computer is personal again’, which aims to create emotional bonds between technology and younger consumers. “The art of technology is about making technology relevant to personal experiences,” added Cheng.
Separately, HP and MTV wrapped up a two-month global competition to design an HP notebook. At press time, 20 per cent of the 10,000 submissions came from Asia, said a spokesperson at Burson Marsteller. Furthermore, five countries in Asia made more site visits than those in the US.
This year, HP narrowly pushed ahead of Dell to become the world’s top notebook seller with 17.7 per cent of the market, according to a report from analyst firm DisplaySearch.
Meanwhile, the manufacturer retained overall poll position in Asia, after increasing shipments by 23.4 per cent in the third quarter, year-on-year.
