Cannes Lions

Intel Re-Imagines the 2018 PyeongChang Olympics

OMD USA, New York / INTEL / 2018

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Overview

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Credits

Overview

Description

• Actions Speak Louder than Words

o If Intel wants to be perceived as the ground-breaking, innovative company they are, simply telling our audience won’t do. We needed to breakthrough with bold actions.

• Tentpoles & Sports

o Intel has been successful in lifting their brand perception by utilizing large tentpoles to showcase their innovative technology with executions like the 2016 Lady Gaga Grammy’s integration. Intel has also successfully used sports tentpoles like the Super Bowl and NCAA Basketball Tournament to effectively deliver high reach against a variety of our key consumer and business targets.

• Showcase breadth of innovation

o Intel has activated in a variety of tentpoles in a multitude of ways. What we’ve learned is that focusing on one technology in a narrow manner isn't as powerful as showcasing a wide breadth of tech innovation.

Execution

• The initiative kicked-off in January at the consumer electronics show in Vegas (CES) by using social and search to amplify Intel’s Olympic content & conversations, including using high-profile athletes (e.g., the Shibutanis) to drive interest and reach.

• As the games got closer, we ramped up support by utilizing a wide breadth of channels - TV, digital, social, mobile, VR, podcasts and search - to create awareness and make sure Intel’s technology had a hero role.

• The lynchpin of the campaign was an unprecedented partnership with NBC. Whether it was Intel TrueVR technology being utilized to broadcast 30+ Olympics events in virtual-reality or powering the first-ever Drone show integration within the opening/closing ceremonies, we ensured Intel’s technology was front and center.

• It didn’t stop there. TV Integrations, podcasts, augmented-reality lens, real-time social, VR videos, long-form video athlete stories and interactive units resulted in a can’t miss campaign.

Outcome

• Intel Drones Were the Most-Wowed Piece of Olympic Content on Facebook. Media company Now This created organic content that showcased the Intel Shooting Star Drones integration within the opening ceremonies. (Source: FacebookIQ)

• Intel earned 32% of all Olympic social engagement in relation to Olympics TOP sponsors. This was more than double the share of voice of any other sponsor - second was Samsung at 14% followed by Toyota 9%, Visa 9%, GE 8%, Coca-Cola 5% and P&G 3% (Source: Brandwatch)

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