Results and Effectiveness

Not only did the campaign achieve its goal of increasing units sold YoY by 40%, but it went on to exceed business goals by over 22%, selling an additional 257,000 units. This meant that YOY incremental units sold for 2nd Gen processors increased by 71% against a PC category increase of 10% in APAC. More than 20,000 consumers engaged with the “Build you own island” game with an archipelago of nearly 9000 islands created and together with the targeted ads on Facebook with 26 million impressions it helped grow a community of 268,240 new fans, which in turn drove a total of 505,000 fans organically (339% increase from pre - campaign period)

Creative Execution

An integrated campaign across 7 participating markets (India, Indonesia, Malaysia, Singapore, Philippines, Thailand and Vietnam), featuring the Madagascar penguins as our “visibly smart” mascots. Facebook played a vital role in amplifying the promotional message, reaching out to friends of friends and driving WoM. This was through a robust conversation calendar supported by FB premium ads, sponsored stories and an entertaining game “Build you own island” featuring the Madagascar Penguins that kept users engaged throughout the promotion. Facebook also served as a registration media, consumers who had bought a 2nd gen processor based PC could register their purchase and answer a question, “Why do you deserve to win an island getaway?” The best answer would win the grand prize of a private Island for a month The campaign was also promoted through merchandising at Cinema & In Store; TVC tag, SEM, & mobile, all with a call to action directing consumers to the Intel Facebook page. Throughout this journey consumers were educated about the benefits of 2nd generation Intel® Core processor.

Insights, Strategy and the Idea

In summer of 2011, Intel launched a faster processor - 2nd Gen Core™. Given its market dominance, the challenge was not to gain share from its competitors, but to influence consumers to upgrade their purchase. Business objective: Sell 40% more computer units YOY (3 month campaign period) Marketing objective: Draw awareness and influence buyers to purchase a PC with 2nd Gen processor, through a campaign that would: Make the “invisible” processor top of mind during purchase Encourage buyers to share the promotion on social networks to leverage word of mouth Processing chip is the last thing on consumers mind while purchasing a computer. How could we drive excitement around something that is invisible, intangible that would grab the mass consumers attention. By turning the invisible into a visible experience of a lifetime. An exciting and universally appealing idea & prize across 7 markets - ‘Win a private island for a month’