Intel: A MOMENTARY LAPSE

Credits & Description:

Advertiser: INTEL
Agency: OMD
Category: Best Use of Social Media
Account Executive/Technology: Charlene Tassinari (Google)
Strategist: Holly Robertson (OMD)
Strategic Project Manager: Danielle Spires (Thismoment)
Advertising Sales: Priscilla Lau (Google)
VP/Executive Director/Earned Media: Darcie Meihoff (CMD)
Senior Account Executive: Kirsten Green (Thismoment)
VP/Digital Strategy/Marketing: Kris Ordaz (Katalyst)
Consumer Campaigns Activation Manager/Americas Marketing Group: Laurie Kohler (Intel)
Supervisor: Jonathan Kopitko (OMD)

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, marking the company's evolution from being considered 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 technical specifications. They care about personal experiences that technology facilitates and how those experiences enrich their lives. To illustrate that, we partnered with our target’s favorite entertainment 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 brought the Ultrabook to center stage.

Execution
To show how the Ultrabook facilitates the target’s interests in film and photography, we partnered with leading content creators Katalyst and ThisMoment to design a custom, Intel-branded YouTube channel. Participants were encouraged to view and/or create time lapse videos and photos inspired by three themes: “found it,” “liked it,” and “made it”. These themes paralleled what we endeavored to teach our target - find out how the Ultrabook can enhance your personal pursuits, like it over its competitors, and make creative experiences inspired by using the Ultrabook.Users uploaded 2,500 videos and photos, covering a wide variety of interests including sports, style, art and travel – the grand prize is featuring the winning image in an Intel ad.High profile PR exposure from Ashton Kutcher (a popular American actor), prominent sites, and bloggers helped increase site traffic and create social conversations about the contest.

Effectiveness
The program quickly surpassed our goals, exemplifying how user-generated content can be the genesis for product education and engagement:• Over 4.2MM video views• Over 2,500 video and photo submissions and almost 10,000 user votes• Over 1,200 video shares • 658MM Facebook impressions • Almost 130,000 unique visitors to the branded YouTube page• Over 2,500 social shares