Hewlett-Packard Co. targets Generation Y with a $2 million marketing effort and an alliance with Capitol Recording artists the Moffatts to promote its HP 6S calculator as a hip, cool, back-to-school tool. The campaign, via Source Communications, Hackensack, N.J., targets tech-savvy youth from 5 to 20 years old with a contest and print ads in Sports Illustrated for Kids
and Teen People
. Radio supports in three markets; sampling and community events are also planned. HP 6S purchasers will be eligible to receive a free Moffatts CD.
Copyright August 1999, Crain Communications Inc.