Hewlett-Packard Using Super Specific Marketing

Posted on December 17, 2012


     HP is currently marketing for, among other things, its Envy 4 Touchsmart Ultrabook and its Envy 23 Touchsmart laptops.  Both laptops run the new Windows 8 platform.  The interesting part of it all, is how it is marketing them.  The advertisements are on the iPhone Spotify App.  Spotify is a music company similar to Pandora, and currently has approximately 3 million subscribers.  The ad plays for 30 seconds between blocks of songs.  

      This writer is focused on the message HP is sending through the ads, which I believe are being done very well.  It is targeting a very specific group of people – late teens and early twenty-somethings who are probably more tech savvy than most.  The ad itself is straightforward, which is a huge plus.  You are prompted to click the ad to learn more about the laptops and Windows 8, and you are brought to a landing page that does just that.  Bravo.

     It will be interesting to see how effective these ads were when it is all said and done.  


Davis Wood, Senior Account Manager, SiteMinis Inc



Hewlett-Packard touts new laptops via mobile advertising


December 17, 2012

Hewlett-Packard is riding some of the marketing wave from Microsoft’s Windows 8 with a new mobile campaign that promotes two of the brand’s laptops that run on the operating system.

The HP ads are running inside the Spotify iPhone application. The initiative is aimed at both driving sales and educating consumers about Windows 8.

“As of April 2012 estimates were that Spotify had a 3 million subscriber base,” said Marci Troutman, CEO of SiteMinis, Atlanta.

“A small base but specific and centered around a lot around social interactions,” she said.

“One could say that HP – or their marketing services group – is pushing a younger demographic with the Spotify advertising strategy. This is probably only one of several places that HP is marketing the Windows 8 PC product.”

Ms. Troutman is not affiliated with HP. She commented based on her expertise on the subject. 

HP did not respond by press deadline.

Mobile sales
HP is running 30-second audio ads in the Spotify app in between songs.

The ads promote two new laptops from its Envy line – the HP Envy 4 Touchsmart Ultrabook and the HP Envy 23 Touchsmart 23-DO4OT.

While the audio ad runs, a landing page features a picture of the products with a line of copy below that reads, “Learn more at hp.com/envy.”

When users click on the landing page, they are redirected to the site to learn more about the laptops.

From there, consumers can read reviews, view information about the laptops and share content via Facebook and Twitter.

Additionally, the mobile site includes click-to-call for users to place custom orders.

Although the products are not commerce-enabled, the click-to-call feature lets users buy the item while it is top of mind.

Consumers can also click over to HP’s main mobile site to view all of the company’s other products.

Marketing window
Microsoft has aggressively been marketing its Windows 8 operating system across multiple marketing mediums.

The marketing behind the new operating system is meant to show consumers how some of Microsoft’s devices such as the Windows 8 and Windows RT blur the lines between what is considered a tablet and what is a PC.

In HP’s case, using mobile advertising to show how the HP products work helps the brand capitalize on some of Microsoft’s marketing wave.

Consumers constantly have their mobile devices on hand, and since the ads are running as commercial breaks, giving users a way to act on an ad instantly is a smart move for HP.

“As with any new product release, some take more time than others to recognize real traction,” Ms. Troutman said.

“It would appear that in the near term Windows  is affected by actual distribution constriction,” she said.