Intel set out to make all the amazing moments that took place at the Olympics in PyeongChang into amazing experiences for people all over the world. Our campaign platform: Experience the Moment.

Each of the key pillars were seamlessly integrated into a key part of Olympic programming.

Record-breaking Intel drone light shows illuminated Opening, Medal, and Closing Ceremonies. Intel Falcon 8+ commercial drones boosted Olympic broadcast capture capabilities.

30 VR events, both live and video-of-the-day formats, enabled world audiences to follow Winter Olympics athletes on their roads to PyeongChang in partnership with NBC.

Intel provided the world’s largest-ever 5G showcase, bringing connectivity to the overnight city in the form of video streaming, connected car, and fixed/client.

Core i9 and Intel brought the first-ever esports event in association with the Olympics Games.

All these efforts, combined with a supporting media and PR strategy, established Intel as a brand to experience.

Intel announced our journey with the Olympics in June of 2017, kicking off a 6-month process of designing a global campaign and building key technology activations.

A complex approval system involving internal stakeholders, the IOC, and technology partners including Korea Telecom and Alibaba, meant that our technology, brand marketing, and PR teams had to work furiously to ensure the entire integrated campaign launched without a hitch.

‘Experience the Moment’ was not only a refresh of the existing Intel design system, it manifested as a new campaign tagline which was applied to owned social, digital, and on-the-ground executions.

A global PR strategy included top tier press in the US, EMEA, Japan and Korea, not limited to the Associated Press, CBS This Morning, Good Morning America, The Nikkei, and Seoul Economic Daily. Additionally, PR directly engaged with 300+ reporters, analysts and influencers through PR-curated events, seeding, and 1:1 interviews, globally.

The numbers are in: 85% of coverage identified a key message of Intel technology transforming the Olympic Games, delivering on the strategic focus of ‘Experience the Moment.’ Resulting PR coverage provided Intel 36.6MM global media impressions. Intel secured over 2X social SOV over other TOP sponsors, with the bulk of coverage taking place in early February at the Opening Ceremonies in February.

Each technology pillar, featuring specific product and use case proof points, saw 75%-95% key message pickup for their activations at the Games, helping us not only educate mass market audiences, but drive consideration for our key technologies.

Under the campaign platform of ‘Experience the Moment’, Intel built a suite of technology activations integrated within the Olympics program. An integrated marketing mix helped amplify these stories in inspiring, digital-led ways, giving fans who couldn’t attend in person a view into how innovation can power the Winter Games.

‘Experience the Moment’ targeted both sports and tech audiences. Spectators with a natural affinity for the most-watched sporting event in the world was introduced to how seemingly futuristic technology could enhance an age-old institution. Technology audiences who fall out from the larger fan base could consider Intel as a future B2B technology partner for any of the key technology pillars featured.

While most of the action took place on the ground, we paired each fan-facing activation with a technology story that showed B2B and media audiences how we created each experience and what technologies they could potentially adopt. A PR strategy targeted these stories at general interest, sports, and technology publications in key regions for functional reach.

To continue our expansion beyond being just a chipmaker, Intel took emerging technology experiences to the world stage of the Olympic Games.

As a Worldwide Top Olympic Partner (TOP), Intel is working with the International Olympics Committee (IOC) to reimagine what the Olympic Games could look like using leading-edge technology to interact with fans. Starting with the Winter Games 2018 in PyeongChang, South Korea, the goal was not only to provide innovative sports experiences to spectators, but to raise awareness of what’s possible with Intel technology for global consumer and B2B audiences.