Integrated campaign to promote the new HP dv5000 Notebook, leveraging HP’s partnership with DreamWorks via their film “Over the Hedge”.Designed to create buzz at every level, the campaign drove consumers to a custom microsite (HedgeGames.com) to engage with the HP brand and discover all the facets of HP’s entertainment notebooks.

On April Fool’s Day (4/1), an un-branded viral video of a coffee house being emptied by a wayward skunk was spread throughout the internet via sites like YouTube and Google Video. Paid video placement continued two weeks later on MySpace, iFilm, AOL, CNET, Kaboose, MSN, Pheedo and Yahoo.The viral video linked creatively to a TV spot that aired a month later where the “Over the Hedge” characters ransack the same location and slip away with HP notebooks from the customers.

Rich media and flash banners invited users to play games and enter to win sweepstakes prizes on HedgeGames.com.