Intel ultra-thin laptop launch gets video close-up

Intel PR manager Connie Brown says the company sought a fresh approach to reaching consumers as part of a campaign for the launch of a new family of processors that go into ultra-thin laptops.

Client: Intel (Santa Clara, CA)
Agency: Ogilvy PR (Denver) in association with Poptent.net (Philadelphia)
Campaign: Ultra Thin, Ultra-Crowdsourced
Duration: June 2010 – January 2011

Intel PR manager Connie Brown says the company sought a fresh approach to reaching consumers as part of a larger overall marketing and ad campaign for the launch of a new family of processors that go into ultra-thin laptops. Ogilvy PR, AOR for consumer work in North America, proposed inviting Poptent.net's community of about 30,000 videographers to create 30- to 60-second videos showcasing ultra-thin laptop performance and portability.

“In the past we've been very business focused,” Brown explains. “We're looking for new ways to reach out to consumers. This was a way to do that. The ultra thin isn't just a business sell. It's about the look and aesthetics, and it's something people really love. That's something that would come through in video.”

Brown adds that the engagement would help drive awareness leading into the critical holiday selling season.

Strategy
Neil Perry, Poptent president, says most of the community's videographers are semi-pro and trying to break into the business by creating videos for companies they like. Working with Poptent's community appealed to Brown because it allowed Intel a measure of control over content creation.

“When you put it out to the general public you don't know what you're going to get,” Brown says. “We set the perimeters with Poptent.”

Finalist videos were open to a public vote on Intel's consumer blog. The winner received an ultra thin laptop.

Awareness was driven through Intel's social media channels.

Tactics
Poptent posted a creative brief on October 20. More than 50 videos were submitted by the November 30 deadline.

The team selected two finalist videos and posted them to Intel's Inside Scoop blog and its YouTube channel. Intel's Facebook and Twitter properties, as well as the blog, were used to drive awareness of the videos and the contest on December 21-22. Consumer votes and comments were collected on the blog.

Ogilvy SVP Dan La Russo says the team also reached out to select tech bloggers and traditional reporters to alert them of the contest.

Results
Though declining to reveal specifics, Brown reports “very strong” sales.

“Engagement was the most critical, and we exceeded expectations,” she adds.

The contest reached nearly 30,000 on Poptent.net. About 500 comments were posted on Inside Scoop and Twitter during the finalist voting (December 21-22). Nearly 400,000 were reached on Facebook, Twitter, and YouTube combined.

Future
The team will introduce a new processor in January. Brown says Intel is looking at ways to continue working with Poptent.

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