1. HP Rivolta “Mafia Boy” 360 Playbook

2. 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.

3. 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 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.

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

5. Influencer, comms, references
Rivolta assets
2017
FPO
Sales tools:
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

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

7. Rivolta / Mafia Boy Asset Hub Links
Social Media: 
Video
Movie Posters
Digital Banners
General Folder