Attracting over 250,000 teen users in 3 weeks, Epson successfully raised their brand image and youth preference against market giant- HP, with an ingenious Internet campaign. Strolling down the quirky, animated ‘Epson Street’, users can join a spot-the-differences activity, enter and vote in a ‘retro-stars contest’, or check out the showroom for a chance to win cash prizes and appear on yahoo.com. Appealing to a younger, energetic, self-conscious and creative demographic, the campaign was nominated for a prestigious Internet award. But more importantly, it created lasting brand imaging with its emerging, expanding market share via product education, information, and reputation.