Intel: MTV MUSIC EXPERIMENT

Credits & Description:

Advertiser: INTEL
Agency: OMD
Category: Best Use of Branded Content & Sponsorship
Advertising campaign: MTV MUSIC EXPERIMENT
Senior Marketing Manager/Consumer Campaigns: Elizabeth Lin (Intel)
Senior Producer: Andrew Ross Rowe (MTV World)
Senior Marketing Director: Bharat Chari (MTV World)
Vice President: Chris Colarossi (MTV)
Senior Producer: Raeshem Nijhon (MTV World)
Strategy Supervisor: Laura Drehmer (OMD)
Associate Director/Strategy: Laura Eisman (OMD)
Strategist: Traci Shapiro (OMD)
Creative Director: Roye Segal (MTV World)
Senior Producer: John Shim (MTV World)
Director/Music Programming: Micah Mckinney (MTV World)
Campaign Manager: Mukta Chowdhary (MTV World)
Executive Producer: Nusrat Durrani (MTV World)
US Media: David Veneski (Intel)
Senior Director/Music/Talent: Frank Ho (MTV)
Strategy Supervisor: Sarah Epstein (OMD)
Marketing Manager/Consumer Campaigns: Shormila Sarkar (Intel)

Execution
Intel and MTV teamed up to create a first-of-its-kind music series that allowed Intel to connect passionate music fans with their favorite artists. Dubbed the “Music Experiment,” this series of four, free live concerts was held in secret locations nationwide, all powered by fan activation via Twitter. Two weeks before each concert, fans visited a media-rich digital hub and were encouraged to tweet #musicexperiment. When the tweet meter reached 100%, users unlocked a secret location where they could obtain free tickets and information on the venue and show theme. The hub also engaged fans with original content like artist photos, custom video, and Ultrabook content. The program was supported with co-branded TV spots that aired on all MTV networks and social extensions on Facebook Twitter, Instagram, Tumblr, and MTV’s own blog. Most importantly, attendees were able to interact with the Ultrabooks via themed experiences at each concert.

Effectiveness
For the first two shows, there were over 54,000 tweets and almost 1,500 photos taken, showing heavy participation and engagement. More importantly, we were able to prove strong results in favorability and purchase intent.We found that 43% of the post-event study’s participants were more interested in Intel as a result of this program - a 22% increase from MTV’s previous benchmark. Our fans not only like to participate, they also like to take action. 19% said that they were more likely to purchase an Ultrabook due to this program, which is 15% higher than MTV’s previous benchmark.

Strategy
In 2012, Intel introduced its blockbuster, the Ultrabook, a new era of laptop computers touting sleekness, style and speed. It marked Intel’s shift from a technology “ingredient” into a starring role as the company that invented a new, revolutionary product in the PC industry. Our charge was to unveil the Ultrabook and educate the consumer about this product. Through research, we knew that our target could care less about technical specs. They care about personal experiences that technology facilitates and how those experiences can enrich their lives. To illustrate that, 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. We spearheaded an unconventional strategy, developing innovative long-form experiences that blur the lines between advertising, education, and entertainment. The end result? Elegant product integration in uniquely crafted, cutting edge entertainment that featured the Ultrabook.