Cannes Lions

INTEL MTV MUSIC EXPERIMENT 2.0

PHD, New York / INTEL / 2014

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Overview

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Credits

Overview

Description

In the US, developing a music experience has its share of hurdles to overcome: copyright clearances, contract, piracy, labels and artist relationships etc. When a brand is introduced to the experience as a partner, it only complicates things further because messaging delivered cannot imply endorsement without certain legal implications. Branded entertainment can create a successful way for advertisers to connect with desired target audiences by creating experiences that are tailored to that audience’s passions, like music. Because of the challenges associated with creating this type of content, it is important for brands and media publishers to work together closely and clearly communicate expectations and limitations throughout the duration of the program. Brands need to take care to make sure their message is being delivered in a way that is authentic to their voice while also marrying that of their partner’s to truly engage the audience successfully.

Execution

This year, fans won tickets to shows through social media challenges on Instagram, Vine and more. Submissions were housed on an Intel-branded hub that resembled the Windows 8 experience, powering Ultrabook devices. The talent roster featured A-list names like electronic pop duos Empire of the Sun and Disclosure, culminating with a performance by Arcade Fire tied to the release date of their newest record “Reflektor.”

With Intel's goals shifting from driving awareness to sales, the program was revamped to include new retail layers with purchase drivers on the hub, custom artist videos with retail hotspots, deeper Ultrabook activations at shows and a comprehensive CRM strategy. The program was supported by co-branded TV spots airing on MTV networks. Digital media leading up to each show drove consumers to the hub to browse through winning contest submissions and engage with Ultrabook content, including exclusive retail offers from partners like Newegg and Fry’s.

Outcome

Program results were phenomenal, yielding a 91% fan approval rating. It created over 7,000 consumer interactions with Ultrabook products directly. An average of 62% of respondents reported greater awareness of Ultrabook devices, a 24% increase over 2012 results and achieving Intel’s goal of 61% for 2013! Purchase intent increased by 45% over 2012 campaign performance, and through CRM efforts, the first show generated over 600 Ultrabook product sales alone! The partnership fostered positive brand perceptions in the eyes of fans, with an average of 40% of survey respondents reporting increased interest in Intel as a result of the program, a 13% increase over 2012 performance!

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