HP asked Wasserman Experience to inspire, produce and manage an exclusive PR and media event in Barcelona, with the purpose of celebrating the launch of the new 3C Holiday product range and the Star Wars Special Edition HPNotebook and Accessories.
With all of the media attention surrounding the Star Wars film at the time we wanted to deliver an event that went above and beyond a normal B2B product launch and conference. We turned to our in-house production team to devise immersive theatre concepts and ideas to bring the Star Wars theme to life.
The result, a press a event like no other – products were brought to life via 5 in situ vignettes, along with a mixed media keynote presentation and breakout sessions. On arrival, guests were greeted by Jedi Knights and walked through a smoke filled staircase accompanied by the electronic chattering of R2D2. Inside, the venue was flooded with the blue life of the Force. As guests mingled, branding subtly changed to reflect the growing power of the Dark Side, giving a sense of expectation about what was about to happen. Accompanied with theatrical music and actors in Star Wars costumes the reveal of HP’s Star Wars Special Edition Laptop finally took place with a full branding take over of the Dark Side.
The launch was received extremely well with over 100 press and industry analysts left completely seduced by the Dark Side.