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Digital Drag Race Case Study Intel Core i7 Social Media Michael J. Brito Social Media Strategist Intel Corporation @britopian [email protected]
| Date post: | 28-Jan-2015 |
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Technology |
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Digital Drag Race Case StudyIntel Core i7 Social Media
Michael J. Brito
Social Media StrategistIntel Corporation
Intel’s “conversation & engagement” challenges
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We’ve lost relevance. No one says “I want a computer with a Core i7 in it”
Ingredient brand makes it difficult to engage
Engagement in the social space has generally been an afterthought
What is the Core i7 Processor?
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Our vision for engagement
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Source: Forrester’s NACTAS Q4 2006 Devices & Access Online Survey
CREATORS13%
• Publish Web page• Publish or maintain a blog• Upload video to sites like YouTube
CRITICS19%
• Comment on blogs• Post ratings and reviews
COLLECTORS15%
• Use RSS• Tag Web pages
JOINERS19%
• Use social networking sites
SPECTATORS33%
• Read blogs• Watch peer-generated video• Listen to podcasts
INACTIVES52%
• None of these activities
Digital Drag Race Concept
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Introducing the… Digital Drag Race
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Metrics – DigitalDragRace.com
Additional bonus: won an ADDY and an IAC award
METRIC RESULT
Total unique visitors Exceeded goal by 250%
Total clicks to product pages Exceeded goal by 360%
Download interaction rate Exceeded goal by 50%
Average time on site Average time spent over 8 minutes
Total blog posts Exceeded goal by 12%
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Internal Feedback & Expectations
• Excitement with the look/feel and creative direction
• Messaging was tightly aligned with the brand
• Highly integrated with Intel.com
• Expectation was to go “viral”
• The Buzz & external mentions validated those concerns
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The Buzz…
The Buzz…Ad/Media Industry
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The Buzz…Social Community
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The Buzz…Design Sites
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The Buzz…Creative and Tech Sites
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Why did the Digital Drag Race matter?
• Helped humanize the Intel brand
• Sales increased
• We became relevant to this spectrum of consumers
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MULTIMEDIA ARTISTS ANIMATORS FILM MAKERS
Thank You
Michael J. Brito
