2014 Bronze Best Use of Social Media for Brand Building
15 May 2015
MRM Meteorite
'Social Terra Nova'
Client Intel
How did the campaign make a difference? The campaign introduced Intel’s Ultrabook™ in a way that demonstrated how Intel® technology champions human passion and inspires peak performance.
The campaign helped change consumer perception of Intel from a passive ingredient brand to one at the heart of a human experience – a brand that connects people with their passions.
Data-fuelled, layered content on Facebook, Twitter and Instagram and social tools like sharing, realtime engagement and active participation tapped into the audience’s mindset to amplify an extraordinary story.
It was a unique experience that allowed the audience to be a part of a historic journey like never before – and it was as much a journey for Intel, delivering impressive results and introducing a new approach to their marketing.
Strategy The campaign objective was to increase desirability and purchase propensity for the Ultrabook™ amongst Intel’s 18-34 year-old target audience.
Knowing their audience wouldn’t engage with contrived content, Intel teamed up with polar explorer Ben Saunders – a social influencer, true pioneer in his field and the embodiment of Intel’s brand values of originality, aspiration and passion – for his attempt to make the longest manhaul in polar history.
Intel used a range of social tools and channels to bring Ben’s story to life over a three month period – directly from him, from the Antarctic, via his Ultrabook™. Data-driven layered content put the audience right in his snow boots, indulging their own passion for adventure and creating an emotional connection between Ben, Intel and his followers around the world.
Creativity To make the most of this unique conversation, content focused on the human interest story. Ben sent 50 social updates, wrote blogs and replied to followers using his Ultrabook™. Imagery, video, audio and interactive content showed polar phenomena and gave insight into the effects of extreme cold on the body and other physical and nutritional challenges Ben faced.
SEight immersive videos showed the underlying technological and historical significance of the expedition. Six first-person interactive experiences gamified campaign elements to heighten user engagement. An interactive challenge asked users to pack the appropriate equipment to survive the gruelling 1800-mile journey. And the campaign culminated in an interactive documentary, which let users walk in Ben’s shoes to explore a virtual landscape (created with webGL) in an immersive 360 environment.
Results This was Intel’s most successful social campaign to date – with almost two million social interactions and 120,000 new Facebook and Twitter fans. And the campaign truly shifted consumer perception – afterwards, 15% more agreed with the statement “Intel makes my life better”.
The creative thinking gave Intel a new kind of engagement – based on participation of key audiences in an experience as opposed to passive consumption of messages. The interactive experiences led to deep engagement – gaining 16 minutes of average dwell time for the showstopping interactive documentary.
There were 37,536 Passion Chooser interactions and 4,227 online product interactions. 9.9% of visitors to Intel’s e-commerce platform went on click ‘buy now’ which, at the average price point for Ultrabooks, accounted for over £1 million worth of incremental sales as a result of the activity.
Team Dom Evans - Client Partner, Marcus Keith - Senior Account Director, Gemma Phillis - Account Director, Julienne Suignard - Senior Account Manager, Vika Spivak - Senior Project Manager, Sebastien Aubert - Programme Director, Dan Douglass - Exec Creative Director, Andrew Day - Exec Creative Director, Jon Wells - Creative Lead, Sam Bone - Lead Copywriter, Gavin Hardman - Head of Tech, Rad Marczak - Developer, Alex Hegarty - Developer, Vipul Patel - QA Lead, Phil Rigg - Editorial Director, Matt Greenhalgh - Creative Technology Director, Jose Ramos - Developer, Matthew Bolton - Marketing Manager, Ryan Longstaff - Marketing Manager, Simon Shipley - Marketing Strategy
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