A global casting call led to the selection of 16 young digital artists to compete in challenges using HP technology.

The teams competed for $400,000, HP gear, a chance to see their work featured on MTV properties and international bragging rights.Each challenge was judged by iconic experts in design, art, film, animation and more, including Tom DeLonge, Travis McCoy, Moby, Stefan Sagmeister and Kevin Smith.The series was translated into 12 languages and simultaneously distributed across MTV screens worldwide. Online, a multi-language hub enabled audiences to view episodes, upload creative portfolios, learn how-to via tutorials and interact with the show host, MTV’s SuChin Pak.

Events on college campuses and on Times Square’s largest high-def screen combined with marketing and PR efforts to yield worldwide engagement around the program.The series’ final challenge invited the entire global audience to design a new limited edition notebook computer, hitting retail mid ’09.

Engine Room changed the conversation about HP. The most successful user-generated content effort for MTV Networks, the campaign reached more than 44 million people worldwide. Nearly 40,000 pieces of content were posted on the website, as people in over 190 countries participated in the campaign, spending an average of 8 minutes on the site.Global research shows HP is now seen as creative, innovative and relevant for young people. They perceive HP as enabling creativity more than other creative technology brands, and the brand has widened its leadership over more traditional PC competitors as the “brand creative people use”.