Intel: The Lady Gaga + Intel Performance [video]

Credits & Description:

Title: The Lady Gaga + Intel Performance
Title: Intel And The Grammys Present “The Lady Gaga Experience”
Agency: Intel, Greenlight Media And Marketing
Brand: Intel
Country: USA
Advertising Agency: Greenlight Media And Marketing, Los Angeles, Ca
Entrant Company: Intel, Santa Clara
Media Agency: Omd, New York
Pr Agency: Omd, New York
Production Company: Prettybird, Culver City
Additional Company: Prettybird, Culver City
Design Agency: Prettybird, Culver City
Social Media Supervisor: Alicia Carroll (N/A)
Account Director: Amanda Marvel (Intel Agency Inside)
Executive Producer/Integrated Production: Derek Richmond (Prettybird)
Lead Art Director: Michelle Sieg (Greenlight)
Senior Art Director: Noah Carlstrom (Greenlight)
Greenlight Pr: Paul Reader (Greenlight)
Director: Ruth Hogben (N/A)
Us Media Director: Ashley Cole (Intel Agency Inside)
Executive Producer/Integrated Production: Dominic Sandifer (Prettybird)
Social Strategist: Gunjan Rawal (Intel Agency Inside)
Art Director: Pete Pace (Greenlight)
Senior Producer: Sybil Hadfield (Greenlight)
President: Dominic Sandifer (Greenlight)
Director Of Digital Production: Jennifer Palais (Greenlight)
Director Of Brand Experiences: Kari Lemiere (Intel Agency Inside)
Us Consumer Campaigns: Katie Lee (Intel Agency Inside)
Senior Account Executive: Kinnari Desai (Intel Agency Inside)
Sr. Producer/Broadcast Manager: Lisa Christman (Intel Agency Inside)
Vp, Global Marketing And Communications: Penny Baldwin (Intel Corporation)
Zeno Group, Vice President: Sabrina Lynch (Zeno Group)
Line Producer: Keeley Gould (Prettybird)
Executive Creative Director: Nick Davidge (Greenlight)
Director Of Technology: Paul Tapp (Intel Agency Inside)
General Manager: Eric Block (Greenlight)
Director Of Public Relations, Global Communications Group: Jaime Le (Intel Agency Inside)
Cofounder And President: Kirstin Emhoff (Prettybird)
Artist: Lady Gaga (House Of Gaga)
Executive Producer: Suzanne Hargrove (Prettybird)
Creative Technologist: Benjamin Males (Studio Xo)
Content Director: Katherine Green (N/A)
Social Strategist: Sean Cahill (Intel Agency Inside)
Vp, Experiential Marketing And Pr: Courtney Skiba (Greenlight)
Senior Copywriter: Kevin Martin (Greenlight)
Associate Director Of Strategy: Lauren Mccracken (Omd)
Lead Copywriter: Laurie Costarides (Greenlight)
Us Consumer Compaigns: Nancy Demerling (Intel Agency Inside)
Creative Technologist: Nancy Tilbury (Studio Xo)
Vp, Global Marketing And Comminciations: Teresa Herd (Intel Agency Inside)
Execution:
In collaboration with Intel technologists and Lady Gaga’s creative team, specialized hardware powered by Intel® processors provided the requisite high performance to choreograph the lighting, audio and projection systems in perfect harmony with Lady Gaga.An “animated face” was developed for her that enabled her to adorn a number of iconic looks all in a single performance in real time, to mind-blowing effect.She controlled how she appeared on a beautiful large LED wall. Her Intel® Curie™ module-based ring generated the real-time effects as she rotated and animated her wrists and arms.Her rose gold piano took on a life of its own as three Intel® Atom™ processor-powered robot arms danced as one to add unexpected motion effects to a traditionally staid and steady instrument.An innovative combination of her Intel Curie technology-based ring and holographic display materials were used to allow her to generate a three-dimensional hologram of Bowie.
Strategy:
Millennials love creativity and self-expression and actively look for ways to express themselves through technology. But this generation doesn’t understand what Intel does or how it fits into their daily lives.Intel’s strategy was to leverage the Grammy’s event and Lady Gaga both before, during and after the show to engage the curious nature of Millennials and help them make the connection that Intel technology powers many of the experiences they seek.
Outcome:
Intel helped create the signature image of this year’s Grammy’s, with the first of its kind 3D mapping of the iconic looks of the late David Bowie on Lady Gaga’s face. The tribute was, by far, the most talked about moment of the night, with over 83 million social impressions - 2015’s top brand achieved 53 million social impressions which Intel surpassed in 2016 before the Grammy’s even started! Intel garnered 535 pieces of global media coverage, over 10 billion media impressions globally, and became the number one social share of voice amongst all promoted brands.
Campaign Description:
Intel is known mostly as a PC processor company, but they’re so much more, experimenting with new, unprecedented technologies that power incredible experiences. Intel wanted to remind the world that its technology can create magic. So they joined forces with the greatest magician in music, Lady Gaga, to create a dazzling Grammy’s performance, full of high-tech wonder. This campaign shows how the left-brain can push the right. Collaborating with Haus of Gaga, Intel built a ring that let Gaga control the stage effects in real time. They also powered facial scanning and video projection, helping her pay homage David Bowie’s iconic looks. There was even a robotic dancing piano. This was the first time a brand was integrated into the Grammy’s show.
Synopsis:
Intel and Lady Gaga collaborated on the world’s biggest music stage – the 58th Annual Grammy’s – to demonstrate how technology can push the boundaries of creativity. The audience saw a live performance like never before that showcased how entertainment can evolve with the use of the right technology and artistry. The results were magical. Intel launched the campaign at CES with a mysterious :50 video to generate intrigue for the Grammy’s performance. From there, they began an integrated campaign with social, digital, PR, and TV content -- including a 30-second teaser spot, and a 90-second spot that ran immediately after, deconstructing the performance. This drove to a 7 minute film about the collaboration. The entire broadcast averaged 25 million viewers.