? of the consumers don’t know what PC to choose, 79% don’t interact with the computers when they are in the store and 60% of the buyers are not satisfied with the purchase as they chose a computer that didn’t fit their needs.

People change their computers approximately every 5 years and there are huge new developments that a lot of potential consumers do not know.

Then, our main goals were to position the new category of Modern PC in these spaces:

El Corte Inglés: Personalized service, knowledge and experience in the PC world. Top of mind for a shopping place for Modern PC. Communicate and educate the consumer on their advantages.

Microsoft and Intel Modern PCs: Best in class software and hardware:

Slim and light computers.

Excellent autonomy and battery life

SSD Hard Drive

Ultra fast processors

PC Experience is a branded content 360º campaign developed around an experiential event: a technological escape room. For ten days, the “Ámbito Cultural” Room at El Corte Inglés’ shopping center in Callao (Madrid) was transformed into an innovation lab where consumers and El Corte Inglés’ technology sales team experienced first-hand the innovations of the latest PCs.

Under the premise of living innovation from within, participants went inside a latest generation computer to beat one challenge: they had 30 minutes to escape by solving 8 mental challenges. Each of them associated with one of the PC’s newest features.

The strategy was aimed at two main targets. A buying target: the general public, specifically young people interested in technology; and a prescription target: El Corte Inglés’ technological sales team.

PC Experience was divided in three phases, with different objectives:

1. Prewarming & activation: the goals were to create awareness, visibility, and expectation for the main event. It was also important to generate engagement so the public could have a memorable experience.

2. Development: produce a live event where consumers could get a first hand experience and learn about the innovative features of the cutting-edge computers in an recreational way. Use the event to also show these features to the retailer’s technology sales team to enhance their preferences and increase the prospect of sales

3. Closing: the main objective is to achieve purchase consideration, helping the consumer find what PC meet their needs better in and educational and entertaining way

PC Experience was promoted through owned, earned and paid media, using gamified creativities. In chronological order, these are:

1. Prewarming & activation:

Mini-games distributed in Instagram Stories and Facebook, highlighting the premises of the escape room: mental ability and technological innovation.

Teaser Video distributed in social media and YouTube.

Contest: the influencers Topes de Gama, chosen as brand ambassadors, challenged their followers to enter a contest to win a computer and the chance to compete against them in the escape room.

Gamified invitations sent to the press, escape-room gamers and lifestyle influencers.

2. Development:

Technological Escape Room.

A raffle to encourage user generated content. Participants could upload their most original pictures of the event under #PCExperience to win a computer.

3. Closing and conversion:

Case study videos to spread through professional media.

A product review by Topes de Gamas in their channels.

An interactive buying guide hosted in the website.

Callao’s digital screen: +1 million impacts, with a media value of 50.000€

Press conference: +43 millions impacts, ROI 416.400€

Social Media: +7 million reach, +600.000 engagement, positive sentiment.

Sales Team Training: 100% satisfaction, intention of prescription: 98’7%

Influencers: 903.291 views in Instagram Stories, 6.668 total engagement.

Press attendance to the event: 82.107 impressions, 70.424 reach, 15.275 engagement.

Event participation: +1000 clients.

All the tickets were sold out, the ones for the last turn was sold out in just 15 minutes.