Face off: HP asks users to express themselves

In what seems to be yet another example of brands using user-generated content (UGC) for brand campaigns, HP has launched its new project, titled 'You on You'. Essentially a contest, 'You on You' invites entrants from around the world to create and share videos that express who they are, without showing their faces and expressing themselves just with their hands.

The contest uses new video creation tools on YouTube to allow amateurs as well as professionals to submit videos showcasing their individual passions, causes and creative gifts in any genre ranging from comedies to mini-biographies and documentaries. The videos will run on http://www.youtube.com/hp through August 30, 2009.

Through this promotional contest the company will give away $300,000 in cash and prizes. HP says this campaign is an extension of its 'The PC Is Personal Again' campaign, which features achievers including Shaun White, Serena Williams and Fergie discussing what they do with their HP PCs in a series of 'Hands' commercials that don’t show their faces.

Shubhodip Pal, head - consumer marketing, HP PSG India, says, "Combining one's personal passions, using digital remixing tools and the YouTube stage means we will be able to gather, celebrate and reward expressions of originality of an individual in a global platform, thereby opening the doors to compete globally and be recognized. 'You on You' focuses on the individual and the personal relationship people have with their computers and opens up limitless boundaries to one's imagination and creative abilities."

The campaign has been localized for 21 countries.