Our four and a half month campaign used a multitude of social channels across 14 markets in EMEA. All content produced was fully owned by Intel and so there were no specific restrictions or regulations imposed by regulating bodies.

From polls and competitions to user-generated content, we encouraged audience participation across 14 EMEA markets with fan interaction being rewarded with exclusive Intel content.

•Fashion designer, Christian Joy created an LED jacket – a wearable light-show that responded to audio frequency

•Singer-songwriter, Imogen Heap created a generative music running app which created new music based on pace.

•Olympic triathletes, the Brownlee brothers gamified their repetitive training routine by building a virtual training partner.

•Polar explorer Ben Saunders – Worked with Intel engineers to ensure his technology allowed him communicate with fans from Antarctica.

The research findings showed that Intel’s Your World programme enabled the audience not just to witness, but be a part of a record-breaking Polar Expedition, putting them in the shoes of a modern day explorer. Through their engagement with various social and digital content, they were also able to witness and experience the power of Intel® technology first hand.

This research was backed-up with significant quantifiable statistics.

Running over 4 months across 14 markets in EMEA the Ben Saunders story achieved:

Reach:

• Over 1.4 million social interactions – likes, shares, comments, retweets

• 6:1 ratio of earned to paid media engagement – the highest ratio to date for any Intel activity

• 80,000 unique Intel® Shop visits attributed to this activity

• 110,000 new Facebook and Twitter fans.

Purchase propensity:

• 77% of audience more likely to buy an Ultrabook™ as a result of seeing or engaging with our content

• 5% increase in Ultrabook™ referrals to retailer through Intel’s Shop environment

• Ultrabook™ purchase interest rate (the conversion rate through Intel’s e-commerce platform) rose from 1.5% to 13%