Like most technology brands, Intel is challenged with introducing its target audiences to innovations that often need some explanation—more importantly, demonstration. It’s why the brand has transformed what could be standard demos at events into product experiences that “democratize” its technologies and solutions.
At Sundance Film Festival in Park City, Intel created the Intel Tech Lodge, taking a consumer event-centric approach that engaged industry audiences and the public alike. Three insights on how Intel approached this industry event experience with people in mind.
It allowed people to play.
Sundance Film Festival could easily be a b-to-b play in engaging film studios and production houses, with Intel hosting meetings, and taking on a partner role in events on the ground as it has in the past. Intel instead looked at the event through the lens of a b-to-c marketer.
“Business people, industry people—they’re people, and inspiring them is the fastest, best way to tell your story or make your point or to show and demonstrate what you can do for them,” says Alyson Griffin, vp-global brand marketing at Intel.
It offered an inviting atmosphere.
If you want people to stick around and experience product, you need to give them reason to. Relieve pain points, offer a respite from the weather and be stylish.
“We could have rented a space, a meeting room, brought the industry in, had a monitor and a keyboard set up running a demo and had that in the background. But instead, we created this tech lodge, and it looked like a lodge, and it offered the little things, too, like hot chocolate and coffee, things you would indulge in when you’re cold,” Griffin says. “Make it inviting. Come in, take a load off, get warm, and let me engage you.”
It demonstrated relevance.
Allow your audience to create something on the spot—and take it home. At the Intel Tech Lodge, the brand created a playdate for creatives’ brains. An example: a 3D image file that put participants at the center of every point of view.
On the product experiences: “You could see it, touch it and pick it up, and understand what technology was used, and as a filmmaker, what you could do with this product,” Griffin says. “It’s, in a way, beyond words when you get people, especially creative people, to understand immediately and start creating right then and there. You could see their brains moving.”