When we were tasked to come up with an engaging way to promote Intel’s new processor to digital creators, we challenged ourselves to develop a concept that we would want to participate in. We gathered a cross-discipline team and started the ideation process with sketches/renderings of the set/environment. Once the ambiance was nailed, concepting a digital experience that would both exploit the designers’ talents and demonstrate the products’ core abilities began. The final set and digital designs were then passed on to our video and development teams for execution.

Since its launch date, the campaign has successfully engaged digital creators globally through blog outreach and social network seeding. Users are actively submitting entries to the YouTube channel, voting on featured races and fan battles on digitaldragrace.com, and viewing/sharing content through social channels across the web. The average engagement on the site was over eight minutes, and the program also exceeded all visitor, click and download goals. The program allowed us to connect users directly back to Intel.com.