HP builds fanbase in China with online Kung Fu Panda game

Background
In line with the summer holidays, HP launched  a two-month summer promotion in June themed “Kung Fu HP Passion Gifts”. As the sole IT technology supplier and long-term strategic partner of Dream Works, HP offered audiences the 3D animation film Kung Fu Panda 2 during the summer. The PC manufacturing giant also paired with PR agency Hill & Knowlton to launch a 360 degree integrated digital marketing campaign.

Aim
To leverage on the popularity of Kung Fu Panda 2 and drive brand engagement among China’s youth.

Execution
The campaign was carried out in two phases. First, HP ran a writing and martial arts competition: Kung Fu PC, the master of both the writing and martial art. Consumers were encouraged to predict what would come next on Kung Fu Panda 3.

The next phase was launched on June 20 and consumers were invited to play the online game and share their results. The online game on a microsite created by Saatchi & Saatchi allowed consumers to share results on platforms like Sina Weibo, Tencent Weibo or RenRen.

Winners of the campaign were awarded an e-coupon which could be sued to by HP products at its online store.

Results
Over 52,000 new fans followed the campaign account on microblog, more than 11,000 discussions talking about the activity, more than 3 million exposures on RenRen, more than 80,000 people were affected and total 18,000 participants.