Strategy: Co-branded Swarm’s that aggregate Dell customers and create perceived benefit for them while jointly purchasing Intel-based systems. The idea was simple, the more the buyers, the lower the price!Execution: A social media integrated microsite created with live Twitter feeds, email, mobile activations, dynamic rich-media campaign and blogger previews ensured high traffic and buzz. Key features include:- A dynamic website compatible with Facebook: Not only can the users buy product using their Facebook logins but Facebook was integrated within the homepage such that all conversations on the fan page would feature on the site.

- Dynamic rich-media banners across high reach and niche portals that reflected live Buyers & also the countdown timer from the microsite.

- Automated reminder SMS to all followers were sent to remind them of price drops for products that they were following. This helped in conversion of followers to buyers.

1) Total visits: 73% above benchmark 2) Optimisations/media negotiations - impression delivery: 65% above benchmark.3) PC fair is a time when we users hold purchases in anticipation of good deals. Week 3 of the Swarm saw all PCs being sold out even though it was only a week away from the PC fair.4) Over 200 blogs, 500 Twitter posts lauding Intel and Dell as market innovators, creative thinkers, companies that used social media effectively to drive online sales etc.5) +15% in pre-qualified leads with 80% opting-in for further communication.