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Client case study: Intel Digital Drag Race was delivered by Intel Social Media Strategist Michael Brito on April 22, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).
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Digital Drag Race Case StudyIntel Core i7 Social Media
Michael J. Brito
Social Media StrategistIntel Corporation
Intel’s “conversation & engagement” challenges
Page 2 © 2009 Razorfish. All rights reserved.
We’ve lost relevance. No one says “I want a computer with a Core i7 in it”
Ingredient brand makes it difficult to engage
Engagement in the social space has generally been an afterthought
What is the Core i7 Processor?
Page 3 © 2009 Razorfish. All rights reserved.
Our vision for engagement
Page 4 © 2009 Razorfish. All rights reserved.
Source: Forrester’s NACTAS Q4 2006 Devices & Access Online Survey
CREATORS13%
• Publish Web page• Publish or maintain a blog• Upload video to sites like YouTube
CRITICS19%
• Comment on blogs• Post ratings and reviews
COLLECTORS15%
• Use RSS• Tag Web pages
JOINERS19%
• Use social networking sites
SPECTATORS33%
• Read blogs• Watch peer-generated video• Listen to podcasts
INACTIVES52%
• None of these activities
Digital Drag Race Concept
Page 5 © 2009 Razorfish. All rights reserved.
Introducing the… Digital Drag Race
Page 6 © 2009 Razorfish. All rights reserved.
Metrics – DigitalDragRace.com
Additional bonus: won an ADDY and an IAC award
METRIC RESULT
Total unique visitors Exceeded goal by 250%
Total clicks to product pages Exceeded goal by 360%
Download interaction rate Exceeded goal by 50%
Average time on site Average time spent over 8 minutes
Total blog posts Exceeded goal by 12%
Page 9 © 2009 Razorfish. All rights reserved.
Internal Feedback & Expectations
• Excitement with the look/feel and creative direction
• Messaging was tightly aligned with the brand
• Highly integrated with Intel.com
• Expectation was to go “viral”
• The Buzz & external mentions validated those concerns
Page 10 © 2009 Razorfish. All rights reserved.
The Buzz…
The Buzz…Ad/Media Industry
Page 12 © 2009 Razorfish. All rights reserved.
The Buzz…Social Community
Page 13 © 2009 Razorfish. All rights reserved.
The Buzz…Design Sites
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The Buzz…Creative and Tech Sites
Page 15 © 2009 Razorfish. All rights reserved.
Why did the Digital Drag Race matter?
• Helped humanize the Intel brand
• Sales increased
• We became relevant to this spectrum of consumers
Page 16 © 2009 Razorfish. All rights reserved.
MULTIMEDIA ARTISTS ANIMATORS FILM MAKERS
Thank You
Michael J. Brito