HP launched its new Photosmart Premium with TouchSmart Web Printer sometime in September with usual TV, print and online campaign but now it is following it up with huge campaign targeting movie audiences. Right from kiosks in movie lobbies to screening of spots HP is using all available space to make an imprint on minds of people who frequent multiplexes. Their target is no doubt clear and well focused too for its only trendy, lifestyle and entertainment oriented young and old frequent cinema halls these days.

Photosmart Premium with TouchSmart Web printer comes with a small touch screen that displays content from its partners like Google Maps, Snapfish, Dreamworks etc. So essentially one needs to touch the screen and get the print-out of the choices. So consumers get a direct demo of the printer while buying tickets or inside the lobby-demos. Of course the screened spots will rub in their tag line “Touch the Web, print the Web”. Along with demos there are some discount coupons. So HP is not leaving any stone unturned. Moreover it also used the time in between show to train retailer representative to use the user friendly printer.

A good intelligent campaign one must say and they have indeed chosen best place to sell printers.

Via Brandweek