Music lies deep in the heart of the human experience, and technology has become paramount in bringing music experiences to life. As one of the world’s leading technology companies, Intel utilized their innovations to craft a Grammys moment that shows how their technology can inspire and empower creativity at the highest level.

Intel partnered with Lady Gaga, and asked, how could we use Intel technology to enhance a Gaga performance in never-been-done before ways? We responded on the biggest platform in music and Intel became the first brand ever integrated into the Grammys. By powering a Gaga musical experience, Intel was able to show the experiential, emotional side of Intel technology, and to build visceral relationships with millions of people.

Intel built anticipation for the program with its launch announcement at CES, featuring a stimulating and cryptic Gaga teaser which was then seeded through press, digital and social channels, in addition to a week-long countdown on Primetime television.

On Grammy day, we developed real-time content and targeted it to Grammy content and trending moments through Twitter’s beta Promoted Moments with our Promoted Trend. Before the show had even started, Intel had almost surpassed the top social brand from the prior year.

Before Gaga’s performance, Intel aired a teaser spot to prime the performance.

The performance, with effects controlled in real-time by Intel technology, illustrated how Intel helps people “experience amazing” in new ways through music and technology.

Following the performance, Intel aired a :90 trailer that deconstructed what viewers had just seen and drove to a 7-minute film documenting how the performance came to life.

The program drove brand lift 122% over benchmarks for “Intel as an innovative brand” among millennials. Breakthrough and brand attribution scores were also significantly above Intel norms, achieving our goal to build new audiences and shift Intel brand perception.

The Intel + Lady Gaga experience was viewed by 25MM in the Grammys broadcast. The Promoted Trend generated 88MM+ impressions, 417K engagements, and Intel maintained the lead in overall Share of Voice among brands during the show. Intel + Gaga conversations were 6x higher than before the show, and were the most popular topic of the night, garnering positive sentiment such as “amazing @ladygaga experience with @intel tonight”!

The partnership between Gaga and Intel received press pick up in James Corden’s show monologue and from media outlets such as Business Insider, Mashable, and MTV, resulting in more than 10 billion impressions.