The Brief

Background: 1. “Enterprise Mobility” didn’t get enough attention among IT decision makers, thus, Intel wants to raise the attentions through a campaign; 2. Business 2in1 launched in 2nd half of 2013, however, it’s still lack of awareness among the ITDMs. Insight: There is no direct linkage between business 2in1 product and the hot topic of “Enterprise Mobility” among ITDMs, this is our challenge, but, they have the same pain point - how to deal with "trouble makers" everyday, in here, "trouble makes" means business end users, actually, they always complain to IT for issues like "My computer is so slow!", or "Why I can't connect to internet?" ... So, the less “trouble makers” will be, the easier working life ITDM can enjoy. We started from this insight.

For the technology we used, we launched a interactive app on Sina Weibo platform for this campaign. Users can generate a FAKE LBS tweet showing they are mobile working at a fantastic place, such as Sherlock's department, Warcraft map, Star Trek and etc. This is the first and only game to fake a location on weibo. During campaign, weibo app generated overall 1,405 engagements and 179,562 impressions.

(Period: 19th May - 20th June) 1. Interesting viral video resonated with IT people and their true feelings, achieved over 49,000 times of video plays on 2. Entertaining and eye-catching weibo app fit into interest of both TAs and general users. App page on weibo got 2,416 visits, and 2 tweets posted by Intel Biz social generated 1,405 engagements and 179,562 impressions; 3. Received 2,500 Opt-in registrations; 4. Total 531,334 visits to the campaign site with 619,555 page views;