Having yesterday announced to the world that it's splitting itself in two, HP has kicked off an integrated campaign that uses the story of a boy and his lost pet iguana to show off its product range. The campaign, by 180 LA, illustrates how HP's technology is connected.
The TV ad introduces us to a cute and self-assured little boy whose loss of iguana Ralph -- "He's what you call a runner" -- doesn't seem to faze him in the slightest. Being a smart young digital native, he knows how to get him back, and goes about doing it using a range of HP products from laptops to inkjet printers to its ink-cartridge delivery service.
Interactive elements in the campaign, using the hashtag #FindRalph, include YouTube videos, Vines from well-known Vine users such as Robbie Ayala, and a microsite where people can help locate Ralph on a map and tweet his location to win prizes from HP.