Geili is one of the most popular neologisms on the Chinese-language internet this year. It is the combination of Chinese words 'gei' and 'li', meaning 'awesome' or 'terrific', which can be used to describe almost everything – ideas, people, events, phenomena – that are unconventionally cool.
Aiming to establish a connection between the brand and 'awesomeness' for the HP Geili launch, PR agency Hill and Knowlton is asking Sina Weibo users to share any images, videos or text that they think are 'geili' enough. By tagging their tweets with 'HP Geili', they enter the competition to win HP products.
In addition to encouraging users to share user-generated content, HP also released their own branded viral content on Weibo page containing the latest information about their products and service.
Apart from Sina Weibo, the HP campaign, which will last until the end of December, is also on some of the leading video-sharing sites and discussion forums.
