HP is going experience in a big way. Realizing that there is power in putting products into potential customers hands HP is going where the users are and planning a tour to sporting events, summer festivals and other large gathering events this spring. From the press release:

The "YOU + HP Experience" is free and offers something educational and entertaining for everyone. The structure features more than 25 easy-to-use HP products in a dozen immersion concourses - showcasing the depth and breadth of HP's digital photography and entertainment products. For example:

Consumers can photograph themselves in famous pop-culture experiences using HP digital cameras and themed backdrops, including racing in a hot-air balloon, running with the bulls in Spain, meeting DreamWorks' Shrek, or riding a Harley-Davidson motorcycle on Route 66.

In the "Science of Printing" area, consumers can learn about HP's true-to-life printing technology and the photo lifecycle, and they can print out images they've taken in the other interactive settings.

In the "World of Digital Entertainment," visitors can relax in a home theater featuring HP's consumer-friendly digital projector and can test drive a plasma TV and music services and devices.

At the "CyberLounge," visitors can use HP Media Center PCs and notebooks to print and send photos, e-mail family and friends, keep up with the news of the day or shop online.

Do you think "going tent" is a good strategy for venerable old HP?

Why do you think experience marketing has worked so well for Apple and so poorly for Gateway?

Would that tent attract you? How important is design of the venue in experience marketing?