Monday, January 25, 2010

User generated creativity

Two weeks ago, Hewlett-Packard and Cartoon Network announced the winners of its inaugural Toon Creator Awards – I finally managed to find the clip of the winning entry.

The judges evaluated over 31,000 individual and school contest entries from budding young animators spanning the Asia Pacific region. Mohammad Aidy Adham (aged 9) was named as its Individual Country Winner for Malaysia, which received a total of 2321 entries, as well as this year’s Asia Pacific Grand Prize Winner.

You can watch the clip here.

I am not the biggest fan of UGC contest mainly because there has been an overkill of brands running such competitions in the last two years. But I thought this idea of letting kids get creative with popular brands like Ben10 was pretty neat.

Plus, he gets an HP TouchSmart PC and a Cartoon Network Digital Pack with Ben 10 branded goodies including an MP3 player, a pre-loaded MP4 player, a digital camera, a USB flash drive and an MP3 speaker for his troubles.

He also won an HP Digital Makeover consisting of more HP products "designed to nurture his creative abilities".

The sheer number of entries from Malaysia (2321) must be very pleasing for the two brands as well. A pretty good alliance marketing campaign all around although at nine years of age, I don't expect the winner to stay loyal to HP at all after this.

"As the number one kids’ channel in Asia Pacific, we strive to animate kids' lives across all platforms. We hope this regional initiative will continue to serve as a community platform to promote self-expression and imagination in a fun and exciting way, encouraging young talent to showcase their creativity through technology," Benjamin Grubbs, regional director for Turner Entertainment Interactive Media said.

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