Intel and the Ultrabook didn’t simply want to show what they make, but what they make possible. Sadly, the tech savvy younger audience perceived Intel as a passive, ‘ingredient’ brand.
WE STIRRED THE SOULS OF 3 MILLION
So we partnered with another pioneer to get our tech story across.
Polar explorer Ben Saunders was committed to a world first by completing the longest man-haul in history.
The Intel brand committed itself to another world first – the way Ben told his story.
Social media updates allowed Ben’s followers to talk to him at every step of the way.
We created a digital destination that was an Antarctic experience itself. It included gamified expedition features (where you could experience extreme human survival yourself by packing Ben’s sled), immersive videos and an interactive documentary allowing you to walk Ben’s route through an immersive 360 degree Antarctic landscape.
We achieved almost 2 million interactions, with all activity driving our hard-to-reach audience to the Intel shop, increasing traffic from 9% to 30.4%.
- 1.9 million social interactions
- 16 minutes average dwell time
- 120,000 new followers on Facebook and Twitter