The Brief

In summer of 2011, Intel launched a faster, stronger, and pricier processor, the 2nd Gen Core™. Given Intel’s market dominance, the challenge was not to gain share from its competitors, but to influence consumers to upgrade their purchase to the latest processor. Business objective: Sell 40% more computer units YOY (3 month campaign period) Marketing objective: Draw attention and influence buyers to purchase a PC with a 2nd Gen processor, through an exciting 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

Describe how the promotion developed from concept to implementation

While purchasing a computer, processing chip is the last thing on consumers mind. How could Intel® influence consumers to consider the processing chip during purchase and drive excitement around something that is invisible & intangible? We flipped the challenge on its head by converting the ‘intangible’ and ‘invisible’ into an exciting experience that would drive sales & talkability. A simple, exciting and universally appealing big idea across 7 markets - Win a private island for a month! To win participants had to buy a 2nd gen processor, register on Facebook and answer a question “Why do you deserve to win an island getaway?” The best answer would win the grand prize of Private Island for a month

Describe the success of the promotion with both client and consumer including some quantifiable results

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 and together with the targeted ads on Facebook it helped grow a community of 268,240 new fans, which in turn drove a total of 505,000 fans organically (an extra 4 fans per marketing dollar spent).

Explain why the method of promotion was most relevant to the product or service

We created an integrated campaign for the 7 participating countries (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 generating promotion registrations. 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. 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 country Facebook page.