HP's $300 Million Print 2.0 Campaign Starts; Signs Up Content Companies

Hewlett-Packard (NYSE:HPQ) is rolling out a big $300 million campaign designed to help the world’s largest printing and imaging company pick up even more market share. Printing is HP’s cash cow, but one of its slowest growing units. The latest campaign as part of what H-P calls its Print 2.0 strategy, in which the company is focusing new efforts in three major printing areas: new digital printing platforms that lower costs and increase printing speeds for high-volume commercial markets; making Web-based printing easier; and expanding the company’s digital-content creation technologies across all its customer segments, reports MarketWatch.

With the slogan “What Do You Have To Say?” H-P is partnering with Gwen Stefani in the consumer segment, and snowboard developer Jake Burton and designer Paula Scher in the SMB market to allow customers to combine their material with exclusive content from the campaign’s representatives. It is also tying up with with Yahoo for a H-P Yahoo Printing Experience Toolbar, launching next month, which will allow users to download H-P printing tools and get access to printing support and services. Also, it is tying up with Microsoft to include H-P’s Snapfish online printing service in Windows Live Spaces community. H-P said it is also launching its NextDayTV services, which allows TV viewers to make DVDs of local television and sports programs shortly after those shows are broadcasts.

LAT: Stefani fans will be able to visit HP’s site to create memory books that consist of personal photos they upload mixed in among 50 pictures the singer selected from her Sweet Escape concert tour. HP will print and mail the custom books for $30 plus shipping and tax. Consumers will be able to print greeting cards, baby shower invitations, paper dolls and CD covers, all designed by Stefani, for free.