The computer world is all about manufacturing personalized, high-end desktop PC’s – and that’s the marketing message that HP (Hewlett Packard) is touting in the release of their first gaming PC. In an effort to reinvent their brand and to gain important insight into a market that’s been dominated by other gaming PC manufacturers like Alienware (which was acquired by Dell in early 2006), HP is releasing a specialty desktop PC called the Blackbird 002. This elite PC costs about $5500 without a monitor, which is more than 7 times higher than the average desktop price (according to IDC; 2005). This hefty price tag clearly demands a unique buzz-generating strategy and that’s exactly what HP trying to achieve.

Why the Gaming PC Market Means “Cha-Ching” for HP

The gaming market is a unique, yet financially lucrative niche for computer manufacturers. PC gamers like to “mod” (that’s lingo for modify) their computers by installing ultra-high end processors and video cards, scribing or cutting intricate designs into the sides of the PC case, and adding neon lights to show off the components. Since PC gamers spend a considerable amount of time in front of these machines, they typically splurge on multiple, large-screen LCD monitors, high-end keyboards, and mice that can execute a sequence of keystrokes at the click of a button, allowing gamers to easily slay their virtual enemies. These add-ons make gaming machines more expensive than a standard home PC – these machines regularly cost $3500 or more (normally MUCH more) which translates to higher profits for shops that build these PC’s.

While HP is using the standard microsite with cool Flash to show off and sell the Blackbird, they are also leveraging non-traditional advertising vehicles to attract gamers. The marketing campaign includes:

• Tapping personalities that gamers identify with, including Kevin Rose, front-man for the web 2.0 site Digg, and Morgan Webb, a co-host of the popular a gaming show X-Play.
• Promoting the Blackbird using video podcasts. Both Rose and Webb used their independent podcasts to discuss the pending release of the Blackbird via a short “advertising” segment.
• Setting up a wiki and driving user generated content (feedback) using the podcast segments. In the spots, viewers are challenged to visit the wiki and weigh in on what they want in a gaming PC.
• Further leveraging the wiki by giving away 3 Blackbird desktops to visitors who write an article on the wiki.

As a backup, HP is also relying on essential gadget-focused and computer news sites to get the word out, including engadget, pcmag.com, joystiq.com et al.

Where’s the Payoff for HP?

While this has the makings of great marketing campaign, it appears that the execution strategy didn’t work for the podcasts and wiki. For instance:

• The videos on the wiki do not promote the Blackbird. For example, Joi Ito talks about using his MacBook Pro to play World of Warcraft. While he mentions that he had folks that use a Windows-based PC, like the Blackbird, he says that he “doesn’t really feel like learning.”
• The user generated feedback in non-existent. There are a limited number of comments on the wiki to the segments that Rose and Morgan produced. The comments that do exist are primarily focused on the high price tag of the Blackbird (no surprise).
• Users are not creating worth-while articles for the Blackbird giveaway. Most of the article posts are composed of two to three lines of absolute gibberish, including my favorite “it would be freaking sweet to win a blackbird!!! I really need a new desktop!”

And since reviews at traditional websites couldn’t justify the purchase of such high end machine, the early buzz for the HP Blackbird is slowly dying down at this point.

So What’s Next?

While HP only offers a pre-configured system at this point, HP will enable ordering of fully configurable systems in early October but that won’t correct the situation in time. Since only a limited quantity of pre-configured Blackbird desktops have been produced (only 518 PC’s), it is likely that HP will sell their minimal inventory and scrap the concept of a high-end PC under the HP brand if this campaign doesn’t pan out. At the very least, HP can still count this as a win since this product adds another facet to their new “The Computer is Personal Again” marketing efforts. Unfortunately, measuring the impact of this branding campaign will be tough.

Here’s to hoping HP strikes gold (in the future)!