MTV and Hewlett-Packard join forces to target youth market

Fri, 7 Sep 2007

Music broadcaster MTV has teamed up with computer giant Hewlett-Packard to launch a global design competition challenging youngsters to create graphics for a special-edition HP notebook PC. The "Take Action. Make Art" campaign will be promoted by on-air and online activities across MTV's global network.

The push is part of a partnership between the two brands aimed at tapping into MTV's youth credentials, as well as continuing HP's "The computer is personal again" marketing campaign.

It sees HP continue its affiliation with MTV Networks, with the PC company already sponsoring dating show Meet or Delete (MW June 28).

The winning design will be used in a special edition of the HP Pavilion notebook, which will launch worldwide in March 2008.