Hewlett-Packard Co. is taking its new Sprout by HP computer directly to consumers.

The technology giant, which spent an estimated $50 million globally on sponsorship in 2014, has partnered with county fairs, music festivals, comedy tours and other events to demonstrate the 3D scanning product.

Ties include the Oddball Comedy and Curiosity Festival; Los Angeles County Fair; Maker Faire; Bumbershoot music festival and Baltimore’s Artscape.

Hewlett-Packard bills Sprout by HP as the “world’s first immersive computer.” Consumers can use the product to break down the wall between the digital and physical worlds to create, share and print 3D content.

“Sprout by HP is an innovative product that’s really one-of-a-kind. Such an immersive experience deserves to be interacted with in person, so sponsoring the right events allows us to showcase product demonstrations with the right audience,” said Renata Gaspar, H-P U.S. marketing director.

The computer is targeted at creatives, creative wannabes and families, she said.

“Sprout gives users permission to take ideas and make them real, whether a creative professional or an aspiring creative. Sprout enables users to go make things.”

H-P is activating the sponsorships with the Sprout Experience Tour, a 40-foot-by-eight-foot trailer where consumers can experience the product and all it can do, including 3D scanning, games and educational activities.

The trailer features some of Sprout’s newest applications including Crayola Color Alive, Ideum Origami Apprentice, Sprout Stop Motion, Sprout Video Capture and Sprout 3D Capture.

“Our newest applications are amazing attendees,” said Gaspar.

The east and west coasts are key markets for Sprout. H-P is sponsoring six of the 18 stops of the Oddball comedy festival including Wantagh, N.Y.; Holmdel, N.J.; Mansfield, Mass.; Hartford, Conn.; and Chula Vista and Irvine, Calif.

“They identified six key markets they wanted to be in,” said Dallas Smith, executive vice president with Entertainment3sixty, Oddball’s sponsorship sales agency.

H-P also is using existing partnerships to promote Sprout. HP earlier this year promoted the computer at the Sundance Film Festival, an event the company has sponsored for the past 15 years.

Plano, Texas-based Trilogy Marketing negotiates and executes Sprout by HP sponsorships on behalf of Hewlett-Packard.