In a world often frightened by the concept of Big Brother and the growing impact of technology in our world, Intel’s AI Lounge at SXSW told a different story. The tech brand transformed Lucille’s Patio Lounge on Austin’s Rainey Street around the theme of AI For Good, a spot that showcased Intel’s collaborations in artificial intelligence to overcome challenges in medical research, human safety and other areas. Nearly 5,000 people lined up, even in the rain, to experience three days of hands-on demos and panel discussions that shed light on AI in a way that was authentic but fun and shareable, and bound to dispel the notion of big tech as scary and unknowable.
“Our goal was to expand our reach to a new demographic of millennials who are on the edge of technology change—start-ups, developers, innovators—and expose them to the work Intel is doing in the area of AI. Our approach was to engage them through relevant AI content, such as the role AI can play in changing lives and improving society, interactive experiences and a great venue where they could enjoy conversation and music in an experience authentic to Austin,” says Alyson Griffin, vice president of global marketing at Intel.
The activation marked Intel’s first appearance at SXSW in a big way. “Unlike typical business activations, this was not a lead-generation activity, and we were not looking to drive opt-ins or contacts. We were looking for awareness and feedback on artificial intelligence from a really important demographic,” Griffin adds.
Following is a look at just how that strategy played out. Agency: Infinity Marketing Team, Culver City, CA.
Gallery: Inside Intel’s AI Lounge at SXSW 2017