HP is deepening its commitment to the blogosphere and its support of new the media initiatives that build strong relationships in this unique community of writers, reviewers, fans and enthusiasts of every kind. To accomplish this, HP provided 31 HDX “Dragon” systems to 31 selected influencers for 31 days to give away to lucky readers of their sites. 31 top bloggers promoted the contest, HP, the HDX Dragon and each other, this has never happened before and it showed the collective power of a community banding together. Each blogger creates their own unique contest, specifically tailored to their audiences. More than 31 days of discussion of HP and the HDX, accompanied by third-party endorsements of the product and the company. Bloggers built a contest-specific site to promote the giveaway. Bloggers created and shared custom marketing materials, including a dedicated site, graphics, logos, videos and RSS feeds. Content from reviews and readership benchmarks were shared and cross-promoted among bloggers.

Client: HP
Agency: Buzz Corps, Inc.
Budget: Total cost for systems, shipping, software and paying to offset taxes $250K (costs shared by HP and partners) , 0 $ media spend
Date of Campaign: March 2008
Case Study URL: http://www.geekstogo.com/2008/04/28/31-days-of-the-dragon-win-an-hp-hdx-dragon-notebook/