The Curie chip is the size of a shirt button, but don’t let its size fool you. It is tiny, but powerful and can be attached to sports apparel and products of all types – in this case, snowboards at the X Games in Aspen. Working in partnership with Intel brand leads, Intel engineers, X Games athletes, and ESPN, we negotiated and activated a partnership that delivered real-time data to the broadcast audience showcasing rotation, speed, distance, and height throughout each athletes’ run. The stats were shown on screen via graphics that remained visual throughout the broadcast alongside the athlete run.

This activation was unique compared to traditional X Games executions because Intel’s exposure far exceeded other official partners’ exposure. The performance data delivered in broadcast was accompanied by a fixed graphic that included “EXPERIENCE Intel” attribution and gave the audience information that was not previously available. Additionally, Intel spoke to fans by showcasing the date via visual graphics – which had never been done before and served as a nice compliment to broadcaster VO. As a result, people who viewed the X Games were over four times as likely to see Intel as an innovative brand.

The Curie chip was embedded on professional snowboarders’ boards during the Men’s Slopestyle and Big Air events and collected real-time data that was shared on the broadcast. The integration of data into the broadcast was dynamic and the real-time visualization was straight from the slope to the screen. This activation was unique compared to traditional X Games executions because Intel’s exposure far exceeded other official partners’ exposure and further brought to life a visualization of what the broadcasters were announcing. The performance data delivered in broadcast was accompanied by a fixed graphic that included “EXPERIENCE Intel” attribution and gave the audience information that was not previously available. Additionally, the brand shared content digitally and socially to extend reach beyond the broadcast and solidify the brand’s relationship both with the millennial target and the X Games.

One of the key goals of this campaign was to shift perception of the Intel brand from “inside” to a brand that is more visible, tangible, and experiential. People who viewed the X Games were over four times as likely to see Intel as an innovative brand. Additionally, in its first X Games partnership, Intel’s social channels influenced and engaged audiences similar to endemic, multi-year X Games partners like GoPro and Monster Energy. Finally, Intel’s activation achieved brand goals including placing the technology at the forefront of the partnership and delivering brand recognition and a genuine showcase of partnership between ESPN & Intel to showcase and improve existing takeaways from athletic performance.