Brief Explanation

In India, cricket is religion. Our strategy was to address a cluttered media space during the World Cup. 1. Create an engaging promotional campaign, which was an integral part of the Cricket World Cup - 2015. To do this, we used gaming (a cricket centric speed and performance based game- RunMore, optimized for Intel-powered devices). We launched just before the World Cup (In-store promotions, branding, posters, and live experiences). We used traditional media with OOH and online media with branded e-commerce + promotional offers. 2. Treat this as entertainment NOT just advertising. Drive traffic to retail and extend reach using social media with a live-content hub, so we had always-on contests on match days and cricket content in the game. 3. Have our audience commit: Invite them to share their game scores on their social networks with how they could #RunMore of what they love with Intel inside.

The Brief

Task was to establish the superior speed and performance of Intel-powered tablets and 2-in-1’s in a fragmented, touch sensitive and cluttered market, where purchase is driven by screen sizes, price, and at times even color. Our challenge was to create superior meaningful experiences around the feature rich Intel-powered devices, and reinforce the ‘Intel-Inside’ value proposition. Our strategy was simple; let consumers experience the superior speed and performance of Intel Powered devices at multiple touch points with a live, World Cup based cricket game which itself was a mix of performance and intelligence letting people RunMore of what they love.

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

Our goals were focused and our results phenomenal. 1) INCREASED ENGAGEMENT: Consumer engagement increased by 1400% on social media (Facebook grew by 1105.2%, Twitter saw 1563.2.6% growth). Campaign hashtags trended nationally for 33 hours aross 6 days. 2) SUPERIOR EXPERIENCES ESTABLISHED THE SPEED AND PERFORMANCE OF IA DEVICES: Consumer traffic and engagement increased substantially as consumers stepped in to 164 participating retail stores across 12 cities. 72000 hands-on superior experience based demos of Intel-Powered Devices were conducted at retail.3)RE-INFORCED THE INTEL INSIDE VALUE PROPOSITION: RunMore drove advocacy with the reach of 7.46 million (Digital: 4.26 million. OOH: 3.2 million). Reduced bounce rate at retail as unique engagements at multiple touch points, supported by consumer offers led to a positive consumer experience and reflected in the overall improvement of the demand for Intel Powered Tablets and 2-in-1s (refer to sales data in confidential information)

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

Our creative strategy was two-fold. 1. Leverage cricket to create unique customized experiences that showcased the superior speed and performance of IA-devices. The Game RunMore was built with cricket at its heart, speed and performance at its core. A mix of performance and intelligence, the user not only had to score more but also answer cricket related trivia to keep scoring. 2. We chose to avoid the typical tag-along cricket-flavored communication but created live match relevant, technology infused content, which was a unique differentiator. For the first time ever a live content hub was created for match days connecting the brand benefits with actual match scenarios. We launched with the World cup across 12 cities. Traditional media OOH, in-store promotions, posters, branding, paid online-media with branded e-commerce. Social media amplified reach as #RunMore drove advocacy while driving traffic to 164+ retail stores where superior experiences of Intel-powered devices waited.