HP ups sponsorship after MTV show meets expectations

Asia - HP has signed up and doubled the size of its second sponsorship run on MTV Networks Asia Pacific series ‘Meet or Delete' following positive results from the first year sponsorship of the show.

The company will also expand activities across on-air, online and mobile TV platforms. Results from an independent OTX survey showed that the series, which was aired and supported by multiplatform network activities, delivered strong results - 65% of viewers surveyed said they saw HP as more cool, and over half agreed they were more likely to consider buying HP products. 

"Our continuing collaboration is based on a highly successful campaign we had in 2006 - ‘Meet or Delete' illustrates MTV's ability to partner with our audience on a show concept, and also join with a sponsor to develop a custom program that delivers real business results," Ian Stewart, senior vice president, Viacom Brand Solutions International and MTV Networks Asia said.  

"Through MTV ‘Meet or Delete', HP is making connections to the experiences that are especially important to today's younger generation and finding new ways to deliver these personal experiences," Dennis Mark, VP, marketing, Personal Systems Group, HP said.

The ‘Meet or Delete' website has also been expanded to enable users to post profiles and upload videos and photos.  The show follows college students who decide whether or not to link up with one another by looking at the contents of the other's PC hard drives and the new season aims to further push HP's global ‘The computer is personal again marketing campaign to MTV's core audience.

In Asia Pacific, marketing activities for the series will comprise MTV's linear and digital multiplatform strategies, such as roadshows at universities and online alliances with portals and multimedia networks like Baidu and PPLive in China.