HP: Event with Vivienne Tam

Challenge

Drive purchase intent and, ultimately, sales.

DailyCandy invited readers to a Girls' Night Out event to catch a glimpse of the new HP Mini designed by Vivienne Tam. Attendees were able to handle/see/touch the HP Mini firsthand and enjoy 20 percent off the new Vivienne Tam collection.
Hundreds of readers showed up and enjoyed shopping, cocktails, nibbles, and an on-site raffle to win an HP Mini Vivienne Tam Edition signed by the designer herself.
HP Mini received alignment with key elements of shopping, Vivienne Tam, and fashion.
Third-party bloggers picked up on the event and furthered buzz and excitement.