HP Adds CGM to ‘Personal’ Campaign

Hewlett-Packard has added new rich media and CGM elements to its “The Computer is Personal Again” campaign.

HP began its global campaign in May with TV, print and Web, though new components are still set to roll out over time. HP’s agency of record, Goodby, Silverstein & Partners, handled most of the work, which can be seen at hp.com/personal.

Web ads display visuals of laptop computers and silhouette cutouts of hands with messages on them. The mostly rich media executions will appear on Real Guide, Rhapsody, UGO, MySpace, RollingStone.com, Facebook, YouTube, MTV.com, E Online and sites in Blue Lithium’s network. ZenithOptimedia handled media for all channels in the campaign.

“We are adding a series of unique and interesting ad units that are more integrated than what we’ve done before,” said HP Worldwide Director of Consumer Advertising Tracey Trachta.

The buy also includes homepage takeovers, including one on Yahoo scheduled for August 7 and 8. That particular creative will appear to suck all the content off the page, similar to a placement from Sprint that ran last summer. “It shows you just how much entertainment you can get with the notebook, and connects back to the HP site for information and [the ability to] purchase,” said Trachta.

A viral component dubbed “Lights. Camera. You.” was recently added to the online campaign. Users can go to the microsite, upload a personal photo and create a commercial starring themselves. Personiva provides the facial animation technology. People then specify their interests from a list that includes sharing photos, listening to music, traveling, IM and gaming. The end product is a personalized spot featuring the visitor’s visage. Once a video is created, users can post it to their blogs or email it to a friend.

The CGM feature has been available for several weeks, but HP only began promoting it earlier this week. Still, word got out, and people have been using it. “We are seeing phenomenal activity on the Web site,” said Yogesh Sharma, co-founder and CEO of Personiva. “The kind of sharing we’re seeing is above industry standard, and people are having fun with it.”

The CGM spots echo HP’s broadcast commercials featuring celebrities like Jay-Z, Olympic snowboarder Shaun White, Mark Burnett and Mark Cuban.

Some assets also appear in the open and close segments on MTV’s Web-based show “Meet or Delete,” a reality show where people choose dates, band mates and roommates based only on the content of a person’s hard drive.

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