HP/Kodak Digital Imaging Joint Venture
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HP/Kodak Digital Imaging Joint Venture

BSMG worked with Hewlett-Packard to announce a joint venture with Eastman Kodak that would create a new business category --- digital inkjet photofinishing minilabs.

Paul Holmes

 

BSMG worked with Hewlett-Packard to announce a joint venture with Eastman Kodak that would create a new business category --- digital inkjet photofinishing minilabs. BSMG recommended that HP take a creative and ambitious approach by attaching a high-profile Webcast to a live event – making the event accessible to media and analysts unable to attend due to geography. The announcement was Webcast live from a news conference in Las Vegas, NV, at the Photo Marketing Association’s PMA 2000 event.  More than 100 media and analysts logged in for the online event, which garnered more than 150 million media impressions.

SITUATION:

BSMG worked with Hewlett-Packard Company to announce a digital imaging joint venture with Eastman Kodak that would create a new business category¾digital inkjet photofinishing minilabs.

The Feb. 3, 2000, announcement was Webcast live from a news conference in Las Vegas, NV, at the Photo Marketing Association’s PMA 2000 event.  The online simulcast portion event included video, audio, graphic visuals, interactive Q&A, question manager and “pushed” slide capability for PR staff at the event.

Through the Webcast, BSMG successfully supported and generated awareness of HP’s business objectives, including how the new joint venture:

  • Served as significant proof point to HP's digital imaging strategy
  • Extended the HP brand into the retail photography market
  • Demonstrated HP’s understanding of consumer needs
  • Strengthened HP’s growing position as a consumer company
  • Expanded perception of thermal inkjet technology capabilities

EXECUTION:

BSMG recommended that HP take a more creative and ambitious approach to announcing the joint venture with Kodak and attach the Webcast to a live event – making the event accessible for media and employees at PMA 2000 and to those unable to attend due to geography.  The Webcast also provided an archive for future reference, as well as add the excitement of broadcast cameras in the Las Vegas Hilton ballroom. 

Together, the press conference and Webcast demonstrated each company’s commitment and excitement about the new venture as such simulcast events featuring streaming video – especially with two-camera, news-style filming – remain relatively rare and helped break through media clutter. The event also served as an internal communication tool, allowing employees of both companies to participate.

A live Webcast component of a press event adds streaming video to the Webcast elements graphic and audio elements. Because the video is delayed only about three seconds, it appears live to the online audience.  Components of the Webcast included:

  • On-site video and audio crew with two cameras
  • Satellite uplink truck and time
  • Encoding and Webcasting at 28.8 and 100K speeds
  • Side-by-side broadcast of live video and slide presentation 
  • Question Manager, a live email Q&A exchange accessed from a URL at the event site
  • Teleconference audio and Q&A capability for those without speakers or who prefer phone

The budget for this Webcast event was $35,000.

RESULTS:

The Webcast and teleconference have been extremely impressive. More than 100 media and business analysts logged in for live Webcast in addition to the 137 press participants on the ground in Las Vegas.  The announcement to date has garnered more than 200 million impressions in print, broadcast and online media.  Additionally, the majority of coverage included two or more key messages and was extremely positive for both companies.  Coverage the day of and immediately following the announcement included the following: 

Print and News Services: Associated Press, Reuters, Bloomberg News, Dow Jones News Service, The Wall Street Journal, Chicago Tribune, Los Angeles Times, Business Week, Investor’s Business Daily, San Jose Mercury News, The San Francisco Examiner, San Diego Union-Tribune, The Oakland Tribune, Rocky Mountain News, The Boston Globe, Fort Worth Star-Telegram, Chicago Sun-Times, Milwaukee Journal Sentinel, Rochester New York Democrat and Chronicle, Financial Times, Houston Chronicle, Shutterbug Magazine, Computer Reseller News, Electronic Publishing, Photo Marketing  and more.

Cable and Business Media: Fox News Now, Fox Your World with Neil Cavuto, ABC World News This Morning, CNBC Business Center, CNBC Edge, CNBC Market Wrap, CNBC Street Signs, CNBC Today’s Business, CNBC Squawk Box, CNNfn Live Market Coverage, CNN Moneyline, CNNfn Ahead of the Curve, CNNfn Capital Ideas, CNNfn Street Sweep, CNNfn In the Money, CNNfn Before Hours, Bridge News, etc.

Network news broadcast coverage: New York, Chicago, Dallas, Boston, Philadelphia, San Francisco, Washington, D.C., Denver, Portland, Phoenix, San Diego, Milwaukee, Springfield, IL, Springfield, MA, Orlando, Raleigh-Durham, St. Louis, Kansas City, Madison, WI, Hartford/New Haven, New Orleans, Austin, Albuquerque, Tampa, FL, Las Vegas, Sacramento, Buffalo, San Antonio and more. 

Online: ABCNews.com, CNETnews.com, AP Online, IDG.net, Newsbytes, SiliconValley.com, TheStreet.com 
The announcement “had legs” for months after the event because the Webcast was archived for post-announcement viewing with links from HP, Kodak and Yahoo! Broadcast.com.  PR has continued to track mentions of the announcement in photography and digital-imaging vertical trades, as well as in industry trend stories.

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