HP, the NBA, & Office Depot “Make the Smart Play”
Motion, Interactive, Web, Print, Retail Experience
The strategic partnership between HP and the NBA has allowed both companies to achieve market penetration in atypical demographics. Leading up to and during the NBA All-Star 2010 event, Adcetera helped HP maintain a significant presence through this Make the Smart Play campaign. Even more awareness was generated through an integrated Office Depot in-store campaign that included player and former player store visits nationwide. The campaign included printed in-store merchandising (life-sized stanchion signs, security shrouds, table tent cards, wobblers/danglers, hanging aisle banners, endcap toppers, blade signs, and promotional giveaways), interactive demos, video attract loops, and a microsite where visitors could create their own “avatars,” learn more about featured HP products, and enter to win HP and NBA prize packages including tickets to the NBA All-Star 2011 event in Los Angeles.