INTEL-DELL SWARM

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TitleINTEL-DELL SWARM
BrandINTEL-DELL
Product / ServiceTECHNOLOGY
CategoryA07. Best Use of The Internet/New Media, Including Mobile Phones, PDAs etc.
EntrantOMD SINGAPORE, SINGAPORE
Entrant Company:OMD SINGAPORE, SINGAPORE
Advertising Agency:THE UPPER STOREY PTE LTD Singapore, SINGAPORE
Media Agency:OMD SINGAPORE, SINGAPORE

Credits

Credits

Name Company Position
Rochelle Lobo OMD Regional Digital Planning Manager
Karen Kwan OMD Regional Digital Project Supervisor
Jessica Ho OMD Business Director
Gavin Gibson OMD Regional Strategy Planning Director
Euan Wilcox The Upper Storey Business Director
Aleksander Gvozden The Upper Storey Senior Software Engineer
David Yu The Upper Storey Senior Art Director
Edwin Leong The Upper Storey Senior Copywriter

Results and Effectiveness

1- Total visits were 73% above benchmark. 2- PC fair is a time when we users hold purchases in anticipation of good deals. Week 3 of the Swarm saw all PCs being sold out even though it was only a week away from the PC fair. 3- Over 200 blogs and 500 twitter posts lauding Intel and Dell as market innovators, creative thinkers, companies that used social media effectively to drive online sales etc. 4- Unexpected benefit of +15% in pre-qualified leads with 80% opting in for further communication.

Creative Execution

A social media integrated microsite with live Twitter feeds, email, mobile activations, dynamic rich media online campaign and blogger previews ensured high traffic and buzz. The various elements worked together to ensure that the campaign was truly integrated across platforms and information served across channels were the same. 1- A dynamic website entirely compatible with Facebook. 2- Dynamic rich media banners across high reach and niche portals that reflected live Buyers & also the countdown timer from the microsite. 3- Dynamic banners also showed price drop for the Swarm products. 4- Reminder SMS to all followers were sent to remind them of price drops for products that they were following. In addition to the above, users who had registered to follow a product but had not made up their mind about buying were sent a reminder E-mail before offer closure to push them down the purchase funnel.

Insights, Strategy and the Idea

Intel’s Partner Marketing activities around Digital Marketing were pilot-driven (with sound individual strategies) but there was a need to revolutionize & lead partner marketing online efforts. The primary objective was to employ new, high potential online mediums and ways of execution for Online Retail that would drive computer sales for Intel partners across markets. An analysis of the target audience uncovered that they preferred to buy in a retail store due to the perception that they could negotiate a better deal. Insight was driven by a surprising trend in China where people would organize a date, time and retailer venue online and then met and negotiated with the sales person for a group volume deal. The idea therefore was to Create Co-branded Swarm’s that aggregate Dell customers and create perceived benefit for them while jointly purchasing Intel based systems. The more the buyers, the lower the price of the product.