MTVN, HP Allied in New Series

MAY 04, 2006 - MTV Networks next week will begin a new series rollout across virtually all of its MTV-branded platforms, an initiative that coincides with ad partner Hewlett-Packer's launch of a two-year, multi-million-dollar marketing campaign.

Developed in collaboration with HP's $27 billion PC operation, the new series, titled Meet or Delete, will be housed on linear networks MTV, MTV2 and mtvU, as well as their respective broadband sites and on various wireless platforms. The series lets college students check out the contents of one another's hard drives in order to determine their sexual compatibility.
The first episode premieres on mtvU.com on May 10 and will subsequently debut across MTV’s global network, including local channels in Europe, Asia-Pacific and Latin America. Five more episodes will follow in the fall.
HP gear will be featured prominently in each episode, as the PC manufacturer tries to steer itself away from its stodgy, propellerhead image in favor of a more personalized brand profile (see also: Apple). The campaign, tagged “The Computer is Personal Again,” focuses on the personal relationships people have with their PCs.
Besides traditional 30-second spots on the linear nets, HP will be featured in a series of innovative online banner ads that will virtually "consume" all of the content on a given Web site. Once the content is regurgitated, the tag, “Like You, It Craves Entertainment”will appear on-screen.

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