Creating a new music experience by bring to life Intel Centrino's product benefits using radio, online, mobile & TV.
Creating a new music experience by bringing to life Intel Centrino's product benefits, we challenged the band, The Feeling, to shoot, edit and post-produce their latest music video in just 24 hours using Intel Centrino-powered computers. Making Intel relevant to our audience by highlighting the benefits pertinent to their main passion - music. 71% of our audience can't imagine a life without music, and the PC is playing an ever-increasing role in music creation and consumption.
The processor is actually what makes a computer great, so our challenge was to make people believe that Intel Centrino was a must-have! 71% of our audience can't imagine a life without music, and the PC is playing an ever-increasing role in music creation and consumption. If you want good music, you need a good processor because the processor is actually what makes a computer great, so our objective was to make people believe that Intel Centrino was a must-have!
We challenged the band 'The Feeling' to shoot, edit and post-produce their latest music video in just 24 hours using the latest Intel Centrino powered computers. News of the 24 Hour Challenge was seeded on Capital's website the week before and online forums were immediately buzzing! The Challenge began 'live' on Capital FM's Breakfast Show. A camera crew followed the entire challenge, creating a "making of...." Documentary hosted by Miquita Oliver on T4. Live 1min video updates were posted online and content delivered to an iPhone app.
We reached Londoners in their hundreds of thousands, with more than 1.5m tuning in to our live radio reports. More than 100,000 unique visitors to the Intel 24hr Challenge microsite, viewing 6+ pages per visit on average, and we there were 22,000+ competition entries. This campaign resulted in Music Lovers who experienced this event stating that they are 83% more likely to purchase an Intel processor
By bringing to life the key product benefits in a way that our audience could relate to, this activity allowed us to transform the concept of processors from something intangible that few people understand to a hero brand and it allowed us to really educate consumers that the processor is not just an ingredient in their computer, but actually the engine of the PC itself. Capitalising on our audience's passion for music allowed us to really engage with them.