• 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 CATEGORY

Today 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