Intel wanted to raise awareness about their upcoming ‘Festival of Deals’ in conjunction with Intel Gamer Days. They wanted to stand out from competitors’ deal campaigns while raising brand awareness and engagement rates. We saw potential, so we turned this simple, promo-driven tactical brief into something much more.

With deals like 8.8 and Cyber Monday, Intel needed to make their ‘Festival of Deals’ in conjunction with Intel Gamer Days stand out without getting lost in the clutter. So we created a campaign entirely based on a big part of gaming culture – looting. We brought this behaviour out of the game and onto various digital platforms, getting Malaysians to find various hidden codes on their new gaming platform - Facebook! By cracking codes hidden in various native functions, players stood a chance to hunt down the ultimate loot, our secret Festival of Deals prizes as well as earn the title of Intel’s Greatest Loot Hunter.

Nothing excites gamers more than a brand new game. Or a game that’s created entirely based on a culture they know and love. So we turned Facebook into our playground by hiding codes in the platform’s native functions. And got players to decode those codes in order to find loot (our prizes) and stand a chance to be named Intel’s Greatest Loot Hunter. We hid codes in obvious places no one would ever think to look across Facebook, and got the top gaming our players loved to hype up the hunt. Even our prizes were secret, and were only revealed upon being unlocked.

The campaign ran exclusively on Facebook. Players had to look for hidden codes distributed across Facebook, concealed in hidden native functions and in obvious places no one would ever think to look. Players needed to unlock all codes in order to unlock the secret prize - The Ultimate Loot. Winners went home with brand new gaming gear and bragging rights as Intel’s Greatest Loot Hunters.

The campaign successfully made Intel’s ‘Festival of Deals’ stand out in a way no other deal festival did. Over 14,900 players turned Facebook into their playground, and over 80 attempts were made to earn the title of Intel’s Greatest Loot Hunter. The campaign successfully received over 4.76x more interaction than the year before. Ultimately, Intel didn’t just stand out, but dominated as the most engaging deal campaign.