www.hornallanderson.com/project/astroturf-courtyard-branded-mobile-trailers--technology

HP

Astroturf courtyard, branded mobile trailers & technology

HP @ SXSW branded entertainment

In one of their most creative and unconventional moves, Hewlett Packard (HP), the world’s largest technology company, took branded entertainment and content creation to new heights with the company’s largest presence at the South by Southwest (SXSW) Conference to date.

Hornall Anderson partnered with HP to help them create the extensive pop-up experience “HP Mobile Park,” which featured a unique event blending music and graphics tailored to the SXSW context, while demonstrating how the convergence of strategic elements can create a consumer
experience that elevates a brand beyond that of a sales point to the physicality of a shared user experience.

The Mobile Park was created as a one-stop Shangri-La in the middle of the conference chaos that not only served as a gathering place for tech-savvy attendees, but featured live bands and branded AirStream trailers that housed celebrity bloggers, all in the name of generating awareness of HP’s innovative ePrint technology and dynamic graphic print offerings.