In December 2015 Universal produced an exclusive live experience with Years & Years, 2015’s biggest breakthrough UK artist, at KOKO in Camden.
The Universal-produced event was an official Star Wars event working in conjunction with Disney. Both HP and Disney wanted to raise awareness of Star Wars with a millennial audience. Universal’s insight team found that the Years and Years fans were a perfect match for the audience that Disney and HP were trying to reach
The objective of the campaign was for HP to maximise their partnership with Star Wars, as the official tech partner of The Force Awakens
HP wanted a collaborative showcase that would integrate their music strategy and celebrate the partnership between HP, Universal and the new Star Wars film
To drive stronger engagement with a core millennial demographic, HP invited down a targeted selection of influential millennial bloggers to secure in-depth blog posts for the first time in HP Lounge activation
Star Wars was fully integrated into the showcase with talent from the film in attendance , a BB8 interactive game where participants could control the droid round an assault course using HP technology and holographic and interactive Star Wars branding. Years & Years integrated Star Wars styling into their set to generate that extra magic on the night
Influencer content:
As part of the partnership, two pieces of content were created using two YouTube stars who showed the journey of the new BB8 droid making it’s way to the gig in Camden
The 2nd piece of content featured the band who took part in a filmed interview combined with the BB8 content . The content was published on influencer, Ebony Day’s, YouTube channel, which has 100,000 subscribers. The two pieces of content have combined views of over 127,000 so far
RESULTS:
The campaign hashtag, #HPLounge, trended on Twitter during the event
Social media support from the artist and influential bloggers
In total, the organic social reach of content from the showcase was 3.4m, over Twitter, Facebook and Instagram
A highlights package was also created from the night, which was hosted on HP Lounge exclusively for one month before going on HP’s social channels and then promoted on social media by the band and HP UK. The content received 350,000 views across all channels