• Actions Speak Louder than Words

o If Intel wants to be perceived as the ground-breaking, innovative company they are, simply telling our audience won’t do. We needed to breakthrough with bold actions.

• Tentpoles & Sports

o Intel has been successful in lifting their brand perception by utilizing large tentpoles to showcase their innovative technology with executions like the 2016 Lady Gaga Grammy’s integration. Intel has also successfully used sports tentpoles like the Super Bowl and NCAA Basketball Tournament to effectively deliver high reach against a variety of our key consumer and business targets.

• Showcase breadth of innovation

o Intel has activated in a variety of tentpoles in a multitude of ways. What we’ve learned is that focusing on one technology in a narrow manner isn't as powerful as showcasing a wide breadth of tech innovation.

• The initiative kicked-off in January at the consumer electronics show in Vegas (CES) by using social and search to amplify Intel’s Olympic content & conversations, including using high-profile athletes (e.g., the Shibutanis) to drive interest and reach.

• As the games got closer, we ramped up support by utilizing a wide breadth of channels - TV, digital, social, mobile, VR, podcasts and search - to create awareness and make sure Intel’s technology had a hero role.

• The lynchpin of the campaign was an unprecedented partnership with NBC. Whether it was Intel TrueVR technology being utilized to broadcast 30+ Olympics events in virtual-reality or powering the first-ever Drone show integration within the opening/closing ceremonies, we ensured Intel’s technology was front and center.

• It didn’t stop there. TV Integrations, podcasts, augmented-reality lens, real-time social, VR videos, long-form video athlete stories and interactive units resulted in a can’t miss campaign.

• Intel Drones Were the Most-Wowed Piece of Olympic Content on Facebook. Media company Now This created organic content that showcased the Intel Shooting Star Drones integration within the opening ceremonies. (Source: FacebookIQ)

• Intel earned 32% of all Olympic social engagement in relation to Olympics TOP sponsors. This was more than double the share of voice of any other sponsor - second was Samsung at 14% followed by Toyota 9%, Visa 9%, GE 8%, Coca-Cola 5% and P&G 3% (Source: Brandwatch)

A unique, robust, never-been-done-before Olympic campaign that showcased how Intel is more than a “PC-Company” and how their technology is re-imagining the games. The program consisted of activation across four pillars: Virtual Reality, Drones, 5G and eSports. Cohesion among all media vehicles (Broadcast, OLV, Digital, Social, Co-marketing, Programmatic, etc.) played a huge role in shifting perception among consumers and showcasing all of the amazing experiences Intel enabled at the 2018 Olympic Winter Games.

To shift consumer perception that Intel is a global leader in technology, the Olympics were identified as the perfect, large-scale platform. We deployed a strategy that re-imagined how consumers experienced the Olympic Games and built a four pillar campaign that showcased key Intel technologies in action:

• Drones: Utilize awe-inspiring media stunts to drive mass awareness and get credit for Intel enabling amazing experiences.

• Virtual Reality: Build awareness of Intel True VR enabling consumers to experience Olympic events like never before.

• 5G: Use thought leadership content to drive awareness and demonstrate how Intel 5G technology can transform the Olympics.

• eSports: Amplify Intel’s role in bringing eSports to the Olympics through digital storytelling leading up to and during the Intel Extreme Masters gaming exhibition.

Throughout each pillar we sought opportunities to organically integrate Intel technology within the Olympic narrative and to create bold, visionary, and experiential actions.

Intel is a company in transition. Gone are the days where the bulk of their revenues come from the PC category – a business that is important to Intel but mature. To overcome this headwind in the PC category, Intel is redefining their business. They're embracing their heritage, but continuing to lead in various emerging technologies ranging from Data Centers to Artificial Intelligence to Virtual Reality. While Intel is leading the charge in these new technologies, the challenge is that most people still view Intel as a “PC-centric company”, not the ground-breaking, innovative technology leader that's creating the future.