2012 Gold IT/Telecommunications

Client Intel Info Stream: Football; Intel

How did the campaign make a difference? This app found a way to bring live match stats, combined with real-time social information, to fans of 180 football teams across Europe. 45% said their opinion of Intel was improved and 44% are now more likely to buy Intel.

What details of the strategy make this a winning entry? This campaign reinvents Intel’s proven strategy, to make it more meaningful and relevant while retaining its impact on consumer attitudes. The challenge for Intel is to remain front of mind over time so that when a consumer considers a PC purchase they have a greater propensity to choose Intel inside. Today many consumers are less interested in processors and more interested in how a device can benefit their lives. A meaningful and relevant experience was needed to convey the essence of the Intel brand – faster performance and innovation. In short, move from ‘what we make’ to ‘what we make possible’. Research identified the audience as heavy users of social media; mobile was their preferred device and football was a core passion. Further research showed that fans love stats and opinions. Existing football apps didn’t provide social media data, so only met half of the needs of this audience. So, an app was created that combines live match stats with real-time opinion posted in social media.

How did creativity bring the strategy to life? The app is a bespoke aggregation engine that instantly scours the web for social content, analyses it and transforms the mass of data into intuitive graphical visualisations, then presents them in sync with match stats in a live match timeline for 180 teams across Europe. Competitor apps only offer live match stats and, critically, contain no social media data. Every social media listening provider said it simply wasn’t possible to do this in real time. So creating this engine sets Intel Info Stream apart. It deals with huge amounts of data – over 40,000 game data files and 80,000 social queries each weekend. It then cleanses, parses and interrogates this data using a custom platform.

Results 160,000 downloads and 5 and 4-star ratings in the iTunes App Store and Google Play respectively demonstrated that fans loved the app. 75% of Android users not only kept it but continued to use it week after week. The average user had three or more sessions of over five minutes during each game. An in-app survey showed users had an increased awareness of Intel and an increased propensity to buy Intel: 45% said it had changed their opinion for the better, and 44% said that they are more likely to consider Intel when buying technology.

Team Ben Felton - Executive Planning Director, Marcus Keith - Senior Account Director, Ian Owen - Art Director, James Thorley - Senior Copywriter, Ricardo Guimaraes - Senior Designer, Marcio Souza Leite - Copywriter, Gavin Hardman - Technology, Richard Caudle - Senior Tech Architect, Beeweeb – Mobile app development, Randian6 – Social data platform, Opta – Football stats, GSM – Football stats