Banner ads on the teen site, AOL RED, delivered users into this experience for an opportunity to win the Apple iPod by HP and other HP gear. The goal was to associate the HP brand with music and digital community in the minds of teens.

This six-week promotion resulted in a 25% conversion rate to game plays, and 32% unique registrant opt-in for more information, showing the audience was receptive. Qualitative studies showed teens exposed to the site were more likely to associate HP with the latest styles and trends.