Young America, Edina, Minn., an incentive marketing firm, helped Hewlett Packard’s Technology Services division develop and implement a brand awareness program that was the first to utilize a multi-faceted social media component. The program, titled “Where’s the Humanity in your Technology,” won the ITSMA Diamond Award for marketing excellence in the “Marketing with Social Media” category.
The campaign was designed to improve the perceived value of the “human” element that differentiates HP’s technology services division from its competitors. Young America worked with HP to create a sweepstakes that would drive traffic to a website that invited customers to view videos of TS service experts and vote for those who could best address their most challenging IT issues. In the spirit of humanity, TS matched each vote with a $10 contribution to CARE, a nonprofit organization focused on fighting global poverty.
Yong America experts developed the program rules and managed all legal requirements specific to awarding the donation, selection of winners and fulfillment of prizes to the winners. A USA Today article drove traffic to the sweepstakes, helping TS reach its goal of $100,000 in contributions to CARE in just nine days.
For more information, visit Young America’s website.
