HP’s goal was to position its brand at the apex of music, art and technology, with product innovation underpinning all three. By establishing a presence at Coachella, HP looked to elevate its overall brand perception and ultimately drive purchase consideration of HP products.
HP technologies were the force behind the newly created Antarctic Dome experience at Coachella. Combining immersive storytelling, three-dimensional content, and mind-blowing surround sound, the Antarctic was unlike any cinematic show before it.
HP also created a 40 x 40 lounge space onsite, where attendees used HP products to design items such as festival-inspired bandanas and custom art pieces using HP printers. Guests could even post using a 120-degree photo share on social media.
The Antarctic, powered by HP, was one of the biggest attractions at Coachella, with over 50,000 festival attendees taking part in the experience. The activation generated a huge number of social media impressions (400,000 Instagram, 1.3 million Facebook, 250,000 Twitter) as well a variety of high-profile articles from major press outlets (Variety, Los Angeles Times, Billboard, etc.).