HP Creates Music Via Real-Time Collaborations with Fans

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Agency 180 set out to promote HP's new tablet/laptop hybrid Split with an innovative campaign that allowed fans to collaborate in real-time with two up-and-coming artists. The results were three original tracks and a music video.

Says 180 CCO William Gelner, "We knew that if we were going to make HP relevant to this crowd we needed to behave the way they behave, to do something to prove we weren’t just going to message them."

Read the full story here on Fast Company's Co.Create. Watch the resulting music video below.