Self expression in China? Difficult in a country that bans Youtube, Twitter and Facebook. So to win over Chinese youth, HP created 'My Computer, My Stage' a platform for youth to express themselves and be recognised for their talents. Focusing on hip-hop, Chinese youth's favorite form of self-expression, the integrated campaign empowered youth with the tools to create, share and be rewarded for their talents. Websites, blogs, viral, print, PR, road shows, music festivals and TV tie-ins were all used to create a cultural phenomenon and hip-hop movement.

The site www.hpmystage.com.cn was the heart and soul of the campaign. Print, banners and blogs drove traffic. Viral videos created buzz. VJ Li Chen promoted the campaign on Channel V (China's equivalent to MTV). Campus road shows brought the campaign around China. We sponsored the hip-hop stage at China's most popular music festival. The music video showcasing our winners became an overnight sensation. And we even aired the finale party live on the internet so everyone could participate.

Campaign Results2,727,551 unique visits to the campaign site, 136% more than expected.145,295 songs were created, 145% more than expected.51,331 students attended the campus road shows, 171% more than expected.1,065,927 views of 7 viral videos.292 PR impressions on TV, print and online media.Business Results+33.7% increase in sales, +135% more than expected.+1.3% increase in market share, +130% more than expected.VS. Key CompetitorThe results are impressive when compared to our biggest competitor and market leader, Lenovo Computers. During the same period, Lenovo sales increased just +3%, and their market share decreased -4.6%.(Source: Campaign Metrics, HP Sales)