Intel Invites Consumers on Global Experience Tour - Event Marketer

Intel Invites Consumers on Global Experience Tour

DB_Silver_Intel_2014 Ex
Brand: INTEL
Agency: LEADDOG MARKETING GROUP THE TAYLOR GROUP VICE
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (CONSUMER)
Year: 2014

Intel’s partners give its products the context it needs to bring its technologies to life for consumers. So promoting its partners, like Ultrabook, various all-in-one devices and smartphones with Intel technology inside is a key strategy for the brand. In pursuit of this objective, Intel is always finding the bleeding edge of experiential, and last year’s “Experience Intel. Look Inside.” campaign was no exception.

The idea was to create a temporary stand-alone destination that would get consumers to interact with Intel’s partners in a tactile way in each of the target markets, and yet, outside of retail. So, the brand invited consumers to come along on a global Experience Intel tour. At each of the seven cities on the tour, brand concierges (as they were called) walked visitors through a customer journey that enabled them to go hands-on with all the latest Intel-powered devices, including its Ultrabook 2-in-1 devices.

The tour covered four continents and hit markets that Intel had identified as key targets. The experience lived inside a 40-foot inflatable cube, with a rigid aluminum exoskeleton that gave the impression of a more permanent architectural environment while simplifying the logistics of such a global tour. Inside, guests used a simple touch screen shape and pattern generator driven by an Ultrabook to create a variety of wing-like forms and send them off to fly with a flock of other users’ creations on a massive video wall. Once in flight, an Ultrabook could guide the patterns of the wings’ flight. Gaming stations and educational presentations punctuated the space and time and kept visitors interested throughout their stay.

In the end, more than 75,000 people attended the events and spent more than 18 minutes inside, on average. We call that a win in any language.

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