Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

No Doubt About HP’s $300 Million Paper Chase

HP has teamed up with Gwen Stefani and capitalizing on paper dolls and DIY crafters.


Advertising Age – No Doubt About HP’s $300 Million Paper Chase
Hewlett-Packard today breaks a $300 million global ad campaign aimed at getting consumers to better use the web to custom-produce everything from invitations and greeting cards to concert souvenir books — and, of course, print them using HP products.

The campaign, tagged “What do you have to say?” is intended to drive
consumers to, where they can mix and mash up their photos and
messages with other content, such as a “Gwen Stefani For You”
collection of CD covers, greeting cards and Japanese-inspired paper
dolls. Consumers also can put their individual photos into a souvenir
book from Ms. Stefani’s current “Sweet Escape” tour.

For small businesses, or for anyone looking for do-it-yourself
stationery, a section of the HP website offers graphic designer Paula
Scher’s templates for business cards and letterheads. The site also
features snowboard company founder Jake Burton offering advice on how
to build a business, including marketing tips.


Filed under: advertising, Branded Entertainment, digital, websites, Women

One Response

  1. Thanks for interesting and useful post.

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