Summary: Intel® was presented with a difficult business challenge: to communicate the benefits of vPro, business processor technology, in a simple and engaging manner.

Innovation: We created an online engagement vehicle called Hard Meets Soft, and through rock music videos, directed by Christopher Guest, we pronounced the introduction of a new category of hardware-enabled security and manageability.

www.itgetseasier.com Results: Hard and Soft Video, with its combination of relevance and humour targeted to IT audiencies, generated a total view of 476K, 68% higher than the targeted 283K; reaching 131 countries besides US through viral, creating 90%+ positive comments in online conversations tracked by Buzz metrics.