|
|
Project Overview
We created four mobile gaming challenges to showcase Intel Visibly Smart and educate customers through entertainment. Our aim was to let people experience a taste of the visual excitement that Intel brings to their lives, with Music, Gaming, Video and Design.
Project Commissioner
Project Creator
Team
Andrew Jacobs
Iyad Horani
Adam Roberts
Project Brief
We made the message the prize. Instead of just giving out information, we got users to experience and "win" it through mobile gaming challenges delivered to smartphones.
Intel wanted to build preference, drive demand and sell-up to Intel 2nd Generation Core products. It also wanted to link to innovation and technology leadership in the mass consumer market. And it specifically wanted to drive excitement around the PC and purchase for Christmas. Its key target was an 18-39 demographic of both males and females who were in the market for PCs.
Mobile's rich capabilities were the perfect way to show off the creativity and fun that Intel's powerful technology enables. Instead of teaching, we let them learn. Through playing four distinct mobile gaming challenges - Music, Gaming, Video and Design - smartphone users could experience Intel's creative capabilities for themselves, and unlock an Intel Visibly Smart fact.
So after interacting with the campaign, they were left with a sense of reward, achievement, entertainment and knowledge.
Project Innovation / Need
Snakk Media created four rich media visibly smart executions - Music Composition, Video Editing, Design and Gaming. Each execution was turned into a visual challenge that the user had to successfully complete in order to unlock an Intel Visibly Smart fact.
Music Composer Challenge demonstrated how users could "do more with less" with Intel's technology. Storytelling Memory Challenge involved placing movie scenes in the correct order, and aimed to show how Intel's latest technology could convert HD Media 18x faster. Passion to Create Challenge promoted Intel's Clear Video HD technology. And Car Chase Challenge demonstrated Intel's promise of up to 12 times faster gaming.
Snakk also replicated the four mobile rich media games as stand alone Mobile HTML5 sites linked together by an animated mobile web hub. This gave users a platform to share the games with their friends. While Facebook was the main tool used for sharing, we also enabled SMS, Twitter and email, ensuring that the campaign could live on out side of the bounds of the rich media banner.
The creation of these standalone mobile web versions represented some of the most advanced use of mobile technology in the mobile advertising space to date.
We could also track every part of the campaign with precision: from game plays and CTR to social media shares.
User Experience
Because the campaign was wholly interactive, it was critical for users to actually interact with it, easily and in an enjoyable way.
Handset detection was used to deliver the correct experience for each of the different screen sizes for Android and iPhone devices.
By tapping into the phone’s gyroscope we were able to detect handset orientation to ensure the user was viewing the creative in the correct aspect. This enabled us to provide a more engaging and interactive experience to the user.
To allow users to share the games with friends, we also replicated them as stand alone HTML5 sites linked by a mobile web hub. We enabled social media tools including Facebook, SMS, Twitter and email for further engagement.
From the session data the most popular games were the Music and Gaming. From the sharing data the most popular games where the Music and Storytelling.
We found that Intel rich media out performed all the other best practice tech ads and non-tech ads when measured on Unique ad expansion. The Intel creative as a whole also achieved much a higher time in ad. This demonstrates that the interactivity of the creative was able to hold customer attention despite the greater complexity.
Project Marketing
Intel wanted to reach tech-savvy young Australian adults, 18-39. Nearly 80% use smartphones, they play on them more than they work, they chat and share information as much as they read it. They want technology that will let them communicate, create and compose: exactly what Intel was offering. It had the potential to be a highly receptive target.
But this is a demographic that is capable of blocking marketing messages: actively through AdBlock technology, by fast-forwarding commercial breaks, or just by eyeballs tuned out of banner ads or newspaper ads. It's a demographic that increasingly expects an invitation to engage: so an interactive game was the perfect way to seek their permission.
So we gave them something they wanted - a free game - and made sure they got an enjoyable, fun experience regardless of messaging or their interest in Intel.
By having four different executions - Music, Gaming, Video and Design - we could appeal to different interests, and also extend engagement among those who chose to play all the games.
We definitely engaged the customer: the numbers speak for themselves, with a total of 62,669 games played. Every game delivered more than its target impressions, reaching twice as many click targets.
Best Mobile Marketing Campaign
This category recognises campaigns that use elements such as competitions, promotions & messaging to engage customers on the mobile channel exclusively.
More Details