WHO WILL FILL IN THE BLANKS?
Hewlett Packard wanted to increase awareness, drive customers to retailers and be appealing to a multicultural audience. The real kicker came when we found out we had to leverage HP’s existing NBA partnership. This meant working with the Miami Heat, since Miami was our primary target market. The following year, Dallas was our primary target, and we partnered with the Dallas Mavericks.
Our idea started with a black silhouette that we brought to life with a street team. The silhouette represented the blank space that had to be filled by the ultimate fan. This fan got inside the Miami Heat organization for a week. He reported all the ins and outs via HP products. We called this idea the HP Insider.