Hewlett Packard | #BendTheRules x360 Campaign
part 1 | Meghan Trainor “Lips Are Movin” Music Video
HP brought the biggest social stars from Vine, Instagram, and YouTube, along with one of the biggest pop stars in the world, Meghan Trainor, to create the official music video for Meghan's new single "Lips Are Movin'."
Before the video even launched there were 25 million engagements on #BendTheRules content. Two days after the music video launched, it had 2 million organic views. Within four weeks, "Lips Are Movin'" had over 45 million organic views, and today has over 545+ million views
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Results
Within hours of posting, the music video was HP's highest performing YouTube video ever. HP reached their target audience with 78% of viewers ranging between the ages of 13-34. The HP YouTube channel visitors grew 600% among 13-24 year olds and their subscribers at large increased 48%.
part 2 | #bendtherules x360 Vine CAmpaign
Each social star leveraged the versatility of HP's convertible laptop, the HP Pavilion x360, to collaborate on the creative production process.
Each content creator then created a six-second clip to highlight Hewlett-Packard's convertible PC, the x360 Pavilion, a tablet computer that can bend and fold upon itself. The premise was to showcase the flexibility of the computer and its applications with fellow “rule benders.”