The IMT team employed a multifaceted strategy, strategically partnering with a group of influencers with a commanding presence on YouTube and in both the anime and gaming worlds. To extend its reach, OMEN by HP decided to also create a digital experience on YouTube, which gave Gen Z users the opportunity to experience the fun while increasing OMEN by HP ’s YouTube channel subscribers and retargetability.
This was transformed to reality through a series of on-site activations at the Anime Expo, including environments like the OMEN by HP Bedroom, Magical Cherry Blossoms, Super-Sized Ramen, Neo Tokyo City Corridor and an XR/LED stage. Each offered attendees a chance to immerse themselves in an alternate reality, celebrating the limitless possibilities brought to life through OMEN by HP .
The campaign’s influencer component was particularly successful. Influencers who had a physical OMEN by HP set-up created a unified experience across multiple platforms, boosting brand awareness and fostering positive social sentiment. Allowing them creative freedom resulted in unique content that resonated with their audiences.
OMEN by HP Market
The highlight of the activation was the OMEN by HP Market, where featured anime artists created exclusive products and custom artwork. All merchandise came with a custom tote, designed by featured artists, which included a QR code directing attendees to a Best Buy store where they could interact with and explore OMEN by HP products.
XR/LED Stage
Another highlight was the XR/LED Stage, a giant stage with a virtual background for guests to immerse themselves in other worlds. In partnership with anime artists, the team created three unique scenes to introduce the ‘Spirits of Fun’. This gave guests an opportunity to choose their own adventure and select a custom music track, personalising their final output for social media. With an LED wall behind them and tracking, guests felt they were within the anime scene with its moving background and digital floor.
