Intel approached Paramount looking for an integrated, creative campaign that reached their target audience of Tech Enthusiasts, a technology focused group of culture creators who preferred experiences and stories over ads. The challenge the brand faces is that Intel is a component and in today’s culture, technology is also very ubiquitous. And with everything going on in the world, it’s hard to get people to take notes.
With that in mind, the brand’s goals for this program included showing the world how Intel’s technology is moving us forward by shining light on Intel’s technology that powers wonderful moments, such as tech for good, education, and sustainability. And to showcase the wonderful that Intel brings to the world and to our daily lives.
The brand was focused on winning over the next generation of tech enthusiasts, giving them ways to discover and engage with Intel, and to develop a personal connection. The media objectives included sparking curiosity, breaking through clutter, being culturally relevant, and demonstrating how the brand provides value.
As a solution, Paramount Brand Studio leveraged fan-favorite late-night IP The Daily Show with Trevor Noah and jumped at opportunity to tell a story that felt native to a show field piece; informative, relevant, and funny…without feeling like a commercial. Together with Intel, we agreed showcasing the Intel powered Monarc Seeker was the best way to achieve the brand’s goals and objectives, in the look and feel of the show.
For this campaign, we tapped correspondent Michael Kosta, the show’s resident [former pro] athlete and sports enthusiast, to uncover the innovation in Intel’s contributions to the world of AI. The creative included guest star NFL wide receiver Nate Burleson. And in true field piece fashion, the Monarc co-founders, Bhargav Maganti and Egor Karlicic, were part of the storytelling and all-in on the playful jokes and gentle razzing.
The ‘Man vs Machine’ campaign launched during football season in mid-November in a premiere episode of The Daily Show on linear. Teasers/cutdowns/ancillary content were also distributed across the show’s digital and social platforms. And for the first time ever, The Daily Show playfully engaged with the Intel’s brand handle in the comments on social.
The campaign was wildly successful in terms of performance. Fan sentiment across social was overwhelmingly positive as well.
Targeted media performance:
Snapchat performance:
Snapchat highlights:
