Branded content is increasingly becoming the main way to attract a young target in our geos. In the majority of cases, branded content sees a logo slapped onto a piece of entertainment without truly integrating the brand idea into the piece. As more brands embrace branded content, it was vital for us to do something more insightful, more ambitious, and more powerful than our competition.

In achieving widespread and overwhelmingly positive press, The Creators Project PR strategy executed a host of traditional and new media tactics. These included producing large-scale, state-of-the-art press conferences in New York, Beijing, Sao Paolo, Seoul and Paris, partnering with internationally renowned cultural institutions to drive additional media, extensive press tours of art installations, content syndication partnerships with leading outlets/portals, and scores of media availabilities with artists and Intel and our executives.

In 2011, we launched an art production studio where we provide resources and technology to create new, original works with artists. We debuted the first series of works at Coachella. As Coachella’s first-ever creative partner, we re-imagined the festival by creating ground-breaking visual experiences advanced by technology. Selected artwork from the festival along with additional work have been travelling all over the world as part of our event series, touring across Paris, Lyon, Sao Paulo, Seoul, Beijing, New York, and San Francisco. In New York, we took over an entire neighbourhood in Brooklyn. New York had never seen a festival like it.The tools and plan were tailored by media market, in Beijing and Seoul relying heavily on traditional press conferences and press tours, while in NY and Brazil engaging media socially and through featuring artists as the messengers. And In Paris, traditional long-lead press trumped online digital coverage.

How did we do? The results have been awesome. Thousands of international outlets have covered The Creators Project, winning it critical acclaim from the best in the world, including The New York Times, CNN, BBC, The Huffington Post, NPR, The Guardian, Le Monde, Terra, Globo, and Youku. Press coverage has helped generate more than 127m video views, 28m unique visitors and 560,000 event attendees.The events have accumulated over 1,700 posts, with 1130 stories plugging the TCP website, and over 1,050 stories mentioning Intel.The Creators Project has won numerous awards, nabbing Ad Age's Media Vanguard Award for Best Integration of Video, Editorial & Experiential and more recently, a Webby Honoree for thecreatorsproject.com website in the events category, and Webby nominations for Online Video in Technology and Music, and Branded Content in the Interactive category.