"What do you have to say?" That's the tagline HP will use in a $300 million marketing campaign, announced Tuesday, for its recently launched, wide-ranging Print 2.0 strategy.
First outlined in May, HP's Print 2.0 strategy has three stated goals: delivering an advanced printing platform for increasing speed and lowererd costs for high-volume printing, making printing from the Web easier, and expanding HP's content creation and publishing platforms, such as Snapfish, to new markets.
To emphasize HP's Print 2.0 efforts to provide output for all kinds of Internet-based media, the campaign will enable users to "mash up" or combine their content with free and exclusive content from singer/fashion designer Gwen Stefani, Burton Snowboards founder Jake Burton, and graphic designer Paula Scher.
At hp.com/gwen, users can customize Stefani's designs -- in greeting cards, CD labels, paper dolls, and other templates -- with their own personalized information before printing them out. Using HP's Tabblo technology, which HP acquired when it purchased the company of the same name in March, users can add their photos and text to pictures from Stefani's Sweet Escape tour, print sample pages, and, for a fee, order the customized book.
Similarly, at hp.com/burton, tools are offered for brand building, and, at hp.com/paula, templates based on Scher's designs allow users to create and print business cards, letterhead, and brochures.
Users can print the results of each subsite on home/office printers or, the company said, eventually through a network of printing providers. There are also wikis, or group blogs, for consumers and small businesses to share information. In the fall, a Web site called HP Print Studio will have an ongoing repository of free templates for users to customize such materials as greeting cards, letterheads, business cards, and invitations.
Web Site Partners, Services
But the campaign includes much more than just free, customizable sites. The company has introduced HP Scitex X2 printhead technology, a first-ever piezoelectric printhead for HP, to raise printing speeds and lower printing costs for high-volume users.
In addition, HP is partnering with several Web sites to make printing easier, such as using its Tabblo technology to help Flickr members make photo books and collages. HP-owned Snapfish will provide online printing for Windows Live Spaces, and the HP Yahoo Printing Toolbar offers one-click access to a printing utility download, free online classes, printing tips, and more.
HP's Print 2.0 also covers DVD and labeling services. For example, the HP NextDayTV service will publish TV programs for retail customers on DVDs soon after their airdate, and will partner with Major League Baseball and other media partners. The HP Smart Labels & Packaging Solution offers secure serialization for pharmaceutical label and package printing to help combat drug counterfeiting.
And, this being HP, there are also new printers -- including the first consumer, touchscreen compact photo printer and, for business, what the company called the world's fastest mobile printer.