As part of Universal Music’ ongoing partnership with HP, we partnered the Vamps with HP on their Back to School campaign #ReinventMusic, to drive promotion of the Pavilion x30 in the lead up to the new school term starting.
The Vamps and HP teamed up with YouTube superstar Marcus Butler and asked their fans to enter a competition to ‘reinvent’ the chorus to The Vamps’ huge hit ‘Wake Up’ with lyrics inspired by the HP Pavillion x360. Next, HP and Marcus Butler asked fans to help reinvent the new music video for the brand new track by doodling over their favourite snaps of The Vamps.
Fans lyrics and doodles were submitted in their thousands with the lucky winners getting featured in the final video.
On the day of the music video shoot at Church Studios in North London, the boys also performed the Reinvented track in it’s an entirety for an exclusive live
With a combined social following of 25 million, the campaign has been extremely successful in terms of reaching HP’s target audience of 14-18 year olds.
The band over-delivered with a huge number of social posts, and were incredibly supportive of the campaign from the off.
The campaign was a huge success for HP, it delivered 88 million impressions of the campaign hashtag #ReinventMusic and was a first for HP in many ways:
- HP UK's first ever Snapchat campaign
- HP Lounge's first ever social only campaign
- HP UK's first ever Facebook live stream
- HP UK's first ever crowed-sourced music video