This spring HP executed a great program on Yahoo – “HP Courtside.” A full digital campaign tied directly to the NCAA Basketball Tournament – affectionately known as
“March Madness.”

Many folks do digital programs, but what I believe made this program unique was the fully integrated aspect which drove substantial results. Let me explain some of what we did.

- Created a custom HP branded environment which combined

o Yahoo community’s such as Yahoo Answers, Flickr, etc.

o Provided a downloadable scoring widget

o HP original content – a “smacktalk” generator in which you could send your friends “smack” on upcoming games, etc. through mobile devices

o Printable activities such as door hangers, a backboard, stickers and iron-ons

o And of course a printable NCAA bracket

- There were bracket contests

- Presence on MySpace and YouTube

- PR

- And the all important comprehensive metrics to ensure tracking

Some topline results:

1. Over 1.2 billion impressions
2. Over 1.5 million bracket registrations
3. Over 1.2 million brackets printed

The success of the program hinged on excellent strategy and execution and leadership on both the agency and at HP personnel. Frankly, Patty White here at HP was really the team lead on this incredible project and deserves a great deal credit!!!

Here’s some images of the site….

http://www1.snapfish.com/slideshow/AlbumID=170295179/PictureID=3670940233/a=103740183_103740183/t_=103740183

http://www1.snapfish.com/slideshow/AlbumID=170295179/PictureID=3670940233/a=103740183_103740183/t_=103740183

http://www1.snapfish.com/slideshow/AlbumID=170295179/PictureID=3670940233/a=103740183_103740183/t_=103740183

http://www1.snapfish.com/slideshow/AlbumID=170295179/PictureID=3670940233/a=103740183_103740183/t_=103740183

Scott

HP Hewlett Packard Patty White Courtside Yahoo NCAA Basketball

March Madness Scott Berg Media