We seamlessly connected TV and mobile to make X Factor stars of Generation Y.

Here’s how it happened.

We opened up with a 10” TV ad at the start of the X Factor, announcing the idea to viewers.

Next, an ad prompting them to use Shazam audio-recognition technology on their mobile, to automatically get them involved.

They uploaded their Facebook profile picture, wrote their message, and added their mate’s name.

All within Shazam. All on mobile. All in 30 seconds.

Once submitted, we encouraged them to stay tuned to the X Factor to see if they made the final ad.

We had made our social, fame hungry audience the stars of our ad in just 30 seconds.

And we turned around the final masterpiece in under an hour.

We put Generation Y inside Intel, and it changed their opinions of the brand for the better:

86% agreed ‘Intel is powering the fastest computers on the planet’, a huge leap from 51% before our campaign.

83% agreed ‘Intel appeals to me more than other technology brands’, up from 53%.

66% said they were very likely to buy products with Intel inside as a result, a massive increase from 13%.