It’s uncommon to see sales increase by double digits. HP had a new laptop called Dragon. Sales were flat after trying traditional marketing. So they decided to try another way – engaging bloggers. A quick way to do that is to send bloggers an ultralight $5,000 laptop to give away to one of their readers.
Nine months after launch, the 15 pound laptop with a 20.1-inch screen and 500-gigabyte hard drive wasn’t selling that well. HP hired social media marketing firm Buzz Corps Inc. and they brainstormed with bloggers and HP to come up with the campaign.
Scott Ballantyne, vice president and general manager of the personal systems group at HP, said: