Advertiser: INTEL
Agency: OMD
Category: Other Consumer Products (including Durable Goods)
Advertising campaign: ANGRY BIRDS IN ULTRABOOK ADVENTURE
US Media: David Veneski (Intel)
National Sales Director: Gregg Steckler (Jumptap)
Online Campaign Manager: Anna Anttila (Rovio)
Senior Marketing Manager/Consumer Campaigns: Elizabeth Lin (Intel)
Strategy Supervisor: Holly Robertson (OMD)
SVP Operations: Jonas Hellgren (Jumptap)
Marketing Manager/Consumer Campaigns: Shormila Sarkar (Intel)
Key Account Director: Marja Konttinen (Rovio)
Group Director/Strategy: Paul Jennings (OMD)
Strategy Supervisor: Jonathan Kopitko (OMD)
Strategist: Traci Shapiro (OMD)
Effectiveness
The “Angry Birds in Ultrabook Adventure” has been an engagement success for Intel:• Consumers who clicked through to Intel.com from this experience were 98% more engaged once they got to Intel.com than users who clicked through from a standard banner ad.• The program contributed to lifting product awareness by 10 points• Over 5.5 million unique visitors arrived at the game and played the levels. • 87 million levels have been started, 17 million levels completed and over 56 million timeline impressions through published actions across Facebook. • The game has also been embedded in personal Facebook timelines over 9 million times
Execution
We teamed up with Rovio to bring consumers the biggest property in mobile/social gaming: Angry Birds. The resulting program, “Angry Birds in Ultrabook Adventure,” launched at the beginning of August 2012 and lived within Intel’s Facebook page. The game included 10 entirely new Intel-themed levels that integrated Intel “blue” slingshots, Intel core chips, Intel mini circuit boards, and animated visuals of the Ultrabook in each game level. The game also encouraged users to learn more about the Ultrabook via video embedded into the experience and links through to intel.com. Intel generated Facebook posts on the Intel timeline promoting the competition, inviting users to share their scores with Intel fans. Posts were turned into Facebook promoted post/sponsored story advertisements where users could play a level within the ad (a first for Facebook) and like/comment on their experience with the game. High-level Facebook targeting ensured that we were reaching Intel’s target audience.
Strategy
In an attempt to innovate a stagnant PC market, Intel set out to design a new breed of computer. That effort, the Ultrabook, was released to the public in 2012. This marked the company's evolution from being considered as just an ingredient and into a starring role as the company responsible for an evolution in computing. Our charge was to educate consumers about this product, drive engagement within the program, and lead people back to Intel.com for more information.Through research, we knew that our target could care less about tech specs. They care about personal experiences that technology facilitates and how those experiences enrich their lives. We partnered with our target’s favorite music, gaming, style, and sports properties to create content that infused Ultrabook messaging into the media property’s DNA. The end result? Elegant product integration in uniquely crafted cutting-edge entertainment that brought the Ultrabook to center stage.