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MarketingVOX: HP's new campaign goes past parents who actually pay for their student's new computers - and targets the students themselves, reports AdAge.
The computer maker is launching an online campaign that toys with the idea of how much power parents truly have in the house. The "Society for Parental Mind Control" utilizes humor, mostly via a series of microsites, to reach the teenage audience. While the focus of the campaign will be online, there are print and other executions more likely to be seen by parents.
A prominent theme of the campaign is that computers, like other gadgets, are a style statement. Going straight at teens is a relatively new tactic for HP, which traditionally has targeted parents.
The company has had decent success among college-age demographics with its recent "Hands" campaign featuring rapper Jay-Z, snowboarder Shaun White and designer Vera Wang.
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