BUILDING AN HP SUPER TEAM

Wishing to continue the success of the Mission Possible campaign, HP asked for a fresh take that would be every bit as engaging. Mission Possible had turned product training into a series of challenges, where participants acted like agents in the popular Mission: Impossible films. Now, playing on the summer superhero blockbuster The Avengers, HP Super Recruit took things a step further and gamified the recruiting of HP sales advocates.

One caveat: This time there was no budget for a reward that many participants claimed was a main incentive. But it turns out you don’t need a prize at the end to have a successful, interactive campaign—if you can transform learning into a fun game.

 

Robot

ENGAGING COMPONENTS

Participants didn’t simply answer questions about HP products, they proved themselves worthy of joining an elite force of HP super-ambassadors.

CUSTOMIZED INTERACTIVE EXPERIENCE

As they answered questions and completed stages on their journey to product knowledge, participants also earned the right to accumulate super items that would become part of their super persona.

A HERO WITHIN US ALL


At completion, participants received a certificate they could print, share, or post to our hero gallery. The certificate came with a super persona personalized by uploading one’s face. And that’s where it really started to get fun for our creative team.

Rather than use stock hero images, we wanted to show that everyday folks can be superheroes. So we did a photo shoot and developed some really quirky characters that put a fun spin on the typical hero and heroine.

Character

DESIGNS

SUPER-SIZED ENGAGEMENT

Like its predecessor, HP Super Recruit saw a stunning response rate. Many participants completed training multiple times in order to see what superhero they might become next.

The story and humor even resonated internationally, as the training application was translated across four languages and distributed across the Americas.