Case Studies



Ultra 16 helped connect young creative consumers with HP by bringing together digital artists from around the world to compete and share their work in an original, short-form web series called Engine Room. Continuing a successful partnership from 2007, MTV, mtvU and HP engaged Ultra 16 as their digital partner for the entire Engine Room program.


MTV and HP wanted to create an environment that fosters creativity and allows young digital artists to share their work. The program needed to expand on last year's success, add in short-form webisodes, encourage user participation and allow content management across 9 languages and 111 countries.


Ultra 16 created a digital portfolio and online content delivery vehicle combined in one website, creating a platform for Engine Room participants, viewers, teams as well as future program extensions. Ultra 16 worked closely with the MTV, mtvU and HP teams to concept the Engine Room brand and then bring that brand to life in a user experience that includes the site, advertising, localization and a mobile website. The experience was then extended to a Notebook Design Contest and has potential for future promotions and events.


The Engine Room program has been a huge success, far exceeding expectations and benchmarks. As of the completion of the Notebook Design Contest phase, the Engine Room generated over 38,000 total registered unique users, over 43,000 portfolio items and close to 17,000 notebook design submissions (exceeding 2007 results of 9,000). We look forward with great expectations to what the next phase of the Engine Room will bring.