To create an experience that our target audience would embrace, we teamed up with the biggest property in all of mobile/social gaming: Rovio and Angry Birds. The resulting program, “Angry Birds in Ultrabook" adventure launched at the beginning of August and lived within Intel’s Facebook page. The game included 10 new Intel-themed levels including a new Intel “blue" slingshot, Intel core chips, Intel mini circuit boards and animated visuals of the ‘Ultrabook’ in each game level. The game also gave users the opportunity to learn more about the product with an Ultra book video embedded into the experience and links through to intel.com. We generated Facebook posts on the Intel timeline promoting the competition and invited users to share their scores with Intel fans. Posts were turned into Facebook promoted post/Sponsored story adverts where users could play a level within the ad and like/comment on their experience with the game. High level Facebook targeting also ensured that weThrough research, we knew that our target could care less about tech specs. They care about personal experiences that technology facilitates and how those experiences enrich their lives. We spearheaded an unconventional branded entertainment strategy, developing innovative long-form experiences that blurred the line between advertising, education and entertainment. The end result? Subtle product integration in uniquely crafted cutting edge entertainment brought the Ultrabook to center stage. The “Angry Birds in Ultrabook" adventure has been a run-away media success for Intel. To date, over 5.5 million unique visitors have arrived at the game and played the levels. 87 million levels have been started, 17 million levels completed and there has been over 56 million timeline impressions through published actions across Facebook. The game has also been embedded in personal Facebook timelines over 9 million times, helping give this campaign an amazing viral lift. Total time spent in this branded game environment reaches an amazing 63 years and 5 days! The “Angry Birds in Ultrabook" adventure has not only achieved huge reach through its viral success on Facebook; it has also driven well over a 50% increase in Ultrabook engagement compared to our standard digital advertising, helping Intel achieve it main goal of driving awareness for the Ultrabook product line.
http://awardshare.omd.com/Shorty%20Awards/Intel%20Angry%20Birds/
