MarketingProfs

MarketingVOX: Hewlett-Packard, as part of its “The Computer Is Personal Again” branding campaign, has launched :30 and :60 online video ads – featuring reality TV producer Mark Burnett and Dallas Mavericks owner Mark Cuban – on video sites such as YouTube, iFilm, and Google’s, and on its own campaign microsite, MediaPost reports. The ads will break on national and cable TV later this year.
Goodby, Silverstein & Partners created the video ad units and designed the microsite, which was built by Agency.com. ZenithOptimedia handled media buying. The online campaign is designed to generate buzz before the ads appear on TV, according to an HP spokesperson. The online campaign include a Facebook profile for the HP notebook and an online personal ad on MySpace.
“From Burnett traipsing through the jungle for the TV show Survivor, to Cuban emailing to ask his future wife out on their first date…the ad spots illustrate just how integral the PC is to each of their professional and personal lives, despite their widely diverse interests and careers,” according to HP’s statement.
With a new feature on HP’s website, fans can create personalized versions of the spots to share on their blogs, or through email or instant message. Users upload pictures of themselves and select a few things about how their PC is personal – such as digital photos, instant messaging, music or travel – and receive a personalized version of the TV spot starring themselves and their interests. The personalization feature is powered by Personiva.