Intel realised they were becoming less and less relevant to a new, younger, tech savvy audience, who had little regard for ingredient brands like Intel.

In addition, Intel had sponsored Polar explorer Ben Saunders, to complete Captain Scott's 'Terra Nova' expedition, a topic not exactly high on the agendas

They needed to connect with this audience in ways that were native to their own interests and online behaviours.

Facebook: Intel posted responses to questions like ‘How far are they walking?’ and ‘How cold is Antarctica?’.

Intel provided technology that enabled Ben to use Instagram and our audience to send requests and share photos back.

YouTube films explored physical and psychological challenges faced by Ben, looked at equipment and technology and paid homage to his inspiration, Captain Scott.

Interactive experience 'Pack the Sled' revealed how every ounce counts when packing for survival, while 'Beyond Scott' combined the scientific data Ben gathered with the content he created on the ice, to faithfully recreate the entire expedition into an interactive documentary.

The campaign created over 147m impressions

Reached a global audience of 2m

Garnered 120k new followers on Facebook

Increased click through to retail from 9 to 30%

Most tellingly, changed brand perception of the key audience, with 15% more agreeing that 'Intel makes my life better'