We called on the millions of El Hormiguero’s viewers to create the program’s most-spectacular Christmas card/Season’s Greetings. To take part, all people had to do was send an e-mail to the printers installed on the set of the show. We soon started receiving a large number of Season’s Greetings that viewers wanted to share. We had created a direct interactive forum for our target audience, a platform able to bring together thousands of Season’s Greetings. An outstanding way to convert viewers’ emotions and feelings into entertainment content, into a social expression transmitted from anywhere, on any kind of mobile device.

With all the messages we received, a Christmas tree was designed measuring over 5 meters high. 'The Desire Tree', whose spectacular presence on the set gave rise to an exhibition of 'emotional art' that turned into premium content on the program and went viral online due to a Making-Of action.

The initiative was a roaring success on social networks, where program fans on Facebook (762,000) and Twitter (720,000) are proof of and witnesses to the effects of the action. The desire tree was built thanks to over 5,000 messages received in one week, and reached Top 1 notoriety in TV among competitors. After Christmas, HP established itself as the undisputed leader in the market.