In 2013, Intel and MTV Iggy amplified their successful co-branded fan engagement music series created to connect passionate fans with their favorite artists in truly innovative ways—and far exceeded increased reach, engagement, excitement and all purchase funnel goals, year over year. A solid foundation was laid in 2012. Dubbed The Music Experiment, the integrated marketing program fuses music, art and technology. The Music Experiment 2.0 efforts were far better, bigger, and bolder: higher profile artists were contracted across multiple genres in major cities across the country—including Empire of the Sun (NY), Arcade Fire (LA), Disclosure (Boston), and Taeyang (San Francisco); high impact venues were attained; and richer, deeper fan engagement, radiated across multiple social outlets, including Facebook, Instagram, Vine and Pinterest. The result? The transformation of tens of thousands of hard-core music fans into Intel Ultrabook devotees. The Music Experiment 2.0 is a uniquely integrated, multi-platform campaign promoting awareness and motivating purchase of Intel’s Ultrabook. With a digital hub and a series of exciting live events at its core, the campaign was supported through: provocative social media activities and gamification; multimedia ad campaign; TV programming/streaming of custom concert events; on-site brand activation; myriad traffic drivers to retail. Intel’s primary objectives met unprecedented success: Reach: With over 89MM Digital Media, 173MM On Air Media Impressions and 330MM PR Impressions, the program yielded a highly aware and engaged audience of Intel’s primary target, A 18-35. Engagement: Through immersive, branded activations on Instagram, Vine, Pinterest and Facebook, the Ultrabook’s key features were brought to life. These daily social media challenges awarded super fans with free event tickets and special perks (like star in your own video, produced by MTV Iggy); entries considered most creative then competed for VIP experiences (including artist meet-and-greet). Overall user engagement was 165% over goal Desire: By tapping into lifestyle interests of hyper-engaged music fans—from enlisting favorite artists, to a custom Windows 8 app, to integration through webcams beaming fans to a live event, to providing hands-on access to Ultrabooks, and incorporating photo booths at each venue—The Music Experiment 2.0 placed a halo on the Intel Ultrabook, increasing year over year: • awareness (+24%) • purchase consideration (+25%) • purchase intent (+45%) Music Experiment Case Study. Social Challenges Winners Gallery from Music Experiment 2.0
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