The appeal of user generated content for the ‘net generation’ is unprecedented. However, we have observed that whilst attracting users is not a problem, encouraging them to create content may be. A media strategy was developed to specifically target those more likely to participate - students of the arts.PR was seeded on design blogs and student newspapers. Information packs were distributed to design lecturers encouraging students to enhance their portfolios. Messages were left on facebook and myspace groups targeting those specifically interested in art, whilst users were encouraged to seed their designs across the social web, trying to stimulate votes for their entries. The mobile site encouraged users to send their designs to a friend.The eventual output for the campaign was itself “Open Source Creative”. In the end over 8,500 unique designs were available in an online gallery to download and personalise your computer or mobile phones.

The winning "Asian Odyssey" design was selected from over 8,500 entries and is now available to buy globally!

Yahoo! technology predicts the product will be a “hit with students” and an MTV Inisghts panel agrees; 59% of respondents think HP is “cooler” and more relevant to their age than before.