HP Taps Teens to Influence Parents' PC Purchases
For its latest back-to-school campaign, HP is betting that when it comes to buying a PC, parents foot the bill, while teens heavily influence the purchase decision. It's based on this premise that HP created its "Society for Parental Mind Control" campaign, which uses funny viral videos to get teens' attention, and then gives the kids the tools they need to pass their preferences onto their unsuspecting parents.
HP enlisted an array of popular websites -- including MySpace, Facebook, MTV, MSV, Bebo, Gurl, and Flip -- to drive teens to its microsite at www.ControlTheirMinds.com. On the site, HP uses a variety of techniques to hone in on teens' inherent desire to get their parents to bend to their whims. Videos on the site depict parents caving to their kids' crazy demands, parents trying -- and failing -- to resist the mind control, and teens explaining their unique mind control methods documentary-style.
All of the features on the site culminate in a "get a computer using mind control" message that prompts teens to send an email message to their parents -- complete with relevant computer information and a well-crafted mind control plea.Learn more (ControlTheirMinds)
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