On-air and on-the-ground elements combined to deliver the consumer experience we wanted. Competitions and VJ link ups surrounded the advertising campaign, whilst on-the-ground elements in key countries (consisting of parties, consumer experience road shows, press events, parties and giveaways) drove the consumer connection we wanted. The global 'YOU Are Your Music' competition was a common theme across all regions, linking to deep web experience and driving traffic to hp.com.

Global negotiation allowed a fully leveraged position to be achieved in terms of costs and content extension. 1 billion+ viewers saw all four events with 30,000+ people registering to be part of the competition. Tracking studies indicate consideration to purchase HP consumer products increased 44% for MTV viewers noting the association.