HP Rivolta “Mafia Boy” 360 Playbook

Insight With the growth of the ‘Internet of Things’ comes more network entry points and vulnerabilities. What better way to expose the realities of the evolving landscape of cyber crime than to leverage the perspective of the perpetrators.

IDEA We partnered with Michael “MafiaBoy” Calce, Canada’s most notorious hacker to create two pieces of hero content that lived at the center of our campaign . The first, was a keynote presentation which he delivered at security conferences across North America to engage Chief Information Security Officers (CISO). The second was a Documentary Short film directed by Academy Award nominated director Hubert Davis. In ‘Rivolta’ MafiaBoy tell his incredible story of teenage cybercrime, discusses how hacking has changed and why IT decision makers should think about printers when they are protecting sensitive information. How Can We Make This Bigger? Promote documentary pre-release Seed the documentary to industry hubs including IT World Canada and Spiceworks We’ll promote via personalized email campaign targeting Canadian MPS prospects Host documentary screenings for partners, customers and prospects. Submit the documentary to film festivals and marketing awards. Leverage this content for world wide print security marketing initiatives.

Rivolta: Asset List & Links Last updated: August 3, 2017

Influencer, comms, references Rivolta assets 2017 FPO Sales tools: Email Template Social videos Teaser 3 trailers Full length documentary Keynote presentation Digital & social OOH & Event signage Poster x 2 Newsprint x 2 Sales Enablement Channel & Events Rivolta Spring 2017 Rivolta.ca Internal, sales & customer memos and newsletter articles Digital Media Content, Messaging Social ads Cover art x 2 FB ads Video Static x 3 LinkedIn x 3 Demand Generation Product Experience & OOBE: Reinforce the brand through use of the product & out of box experience (OOBE) PR/AR: Elevate the role of JetIntelligence in our LaserJet printing systems. Demonstrate our technological leadership in cartridge design. Packaging: Utilize JetIntelligence to communicate more pages, performance and protection benefits as a key selling point for both the hardware & supplies products. Sales Tools & Web: Use JetIntelligence to communicate more pages, perf and protection as key selling points for both HW and supplies. Demonstrate HP’s leadership Influencer, comms, references Guidelines Fonts & Photography Key messages Press releases & events Digital Display Banners

Creative catalog: Rivolta assets Facebook Video ad Creative catalog: Rivolta assets Facebook Video ad Digital banners Print – Poster/Newsprint Email: Customers/Partners/Employee   OOH LinkedIn: Sponsored Updates

Rivolta / Mafia Boy Asset Hub Links Social Media:  https://h22189.www2.hp.com/shared/folder/qpKmqp4= Video https://h22189.www2.hp.com/shared/folder/qpKmqqI= Movie Posters https://h22189.www2.hp.com/shared/folder/qpKmqqA= Digital Banners https://h22189.www2.hp.com/shared/folder/qpKkq6M= General Folder https://h22189.www2.hp.com/shared/folder/qpKlsKI=