drive intel brand relevance introduce ultrabook tm as new exciting pc category
DESCRIPTION
Objectives. Drive Intel Brand Relevance Introduce Ultrabook TM as new exciting PC category Drive preference and consideration for HP PCs with Intel ® Core TM Processors. Strategy. Target Young Adults Plus (18-34) Tap into passion for music, social interaction, real - PowerPoint PPT PresentationTRANSCRIPT
• Drive Intel Brand Relevance
• Introduce UltrabookTM as new exciting PC category
• Drive preference and consideration for HP PCs with Intel® CoreTM Processors
Objectives
• Target Young Adults Plus (18-34)
• Tap into passion for music, social interaction, real world connections, experiences, and ownership for next generation of music.
• Build brand and preference by providing great content, access, and platforms to share and express identity.
Strategy
* International Music Summit Business Report 2012 (Kevin Watson)
EXPONENTIAL GROWTH OF EDM CATEGORYToday there is a new music superstar erupting on the scene. They are our modern-day rock stars…they are the world’s biggest DJ’s.
Las Vegas hosted Electric Daisy Carnival with a record breaking 300k+ attendees over 3 days
Tiësto Live at CES
Syndicated Media
Livecast
Social Media
CES Technology Talk
CES Ultrabook product & Campaign Launch
Campaign Overview
Seamless with publisher user experience.
Never interruptive.
Sharethrough Sponsored Videos
Owned Earned
Brand Content Marketing Strategy
• All clickthroughs drove to Facebook
• Optimized toward highest social
engagement rates
Paid• Native video• Editorial
Results• 230M press impressions
• “Hottest ticket in Town”…“The Tiësto partnership was an ideal way to showcase [HP & Intel’s] top priority for 2012: The new Ultrabook category… splashed all over the venue” – Billboard
• #TiestoLive was the best performing Promoted Trend in US history and drove significant engagement
• Exceeded brand favorability lift benchmarks
• Exceeded purchase consideration lift benchmarks