However, most consumers do not purchase technology based on the processor. Most consumers 'buy the computer' without even looking for the Intel sticker, let alone knowing what that sticker means. This knowledge gap was Intel's challenge.
As an "ingredient" brand, part of Intel's considerable awareness is driven by the efforts of the OEMs (Original Equipment Manufacturers), such as Dell and HP, to highlight that Intel is 'inside' their devices. With that, the average consumer is unaware of what the Core family of processors is capable of, particularly in the latest generation of i3, i5 and i7 processors which are the power and backbone of some of Intel's everyday technologies.
Intel needed to promote the importance of their product and showcase the benefits in a way that could directly speak to their primary consumer. The Intel target (25-54) are not "techies", tech savvy or tech experts, however, they do prefer high quality products and want the latest technological devices for their needs: email, internet, uploading/downloading images and watching video. While these needs are basic, they all require power.
To communicate this, Intel had to go where the target market were most engaged. That meant finding the topics most important to them to illustrate how the Intel Core Processor made a difference in their everyday lives.
The solution was to create an entertainment platform that captured consumers' attention and highlighted Intel. To accomplish this, a partnership between actor Ashton Kutcher's digital production company, Katalyst, and Google/YouTube was created. This partnership would produce, distribute and house an unexpected and breakthrough digital branded content series created exclusively for Intel and in doing so, Intel IdeaJam was born.
The content series seamlessly wove the needs and messaging of Intel into every topic. For example, content creation - fast processors when rendering, and education - enhancing creativity and communication in classrooms, and so on.
Over five months four "IdeaJams" became collaborative sessions that brought together a forum of experts and peers to work on relevant and entertaining issues, find a solution and put them into action. Topics included content creation, education, comedy and music.
Every IdeaJam followed a similar format. A respected moderator invited a group of peers to discuss a topic (in-person, online and Skype), posing a problem for the group to solve and resulting in an actionable solution by the conclusion of the IdeaJam.
Ashton Kutcher moderated a three-day IdeaJam, inviting 48 content creators to share original ideas. He chose the top six ideas and formed six teams to bring the ideas to life via video - in just 48 hours. Mentors from the entertainment community visited with the teams to provide direction throughout the two days. At the end of 48 hours a panel of judges awarded the winning team/best video US$20 000. Meanwhile, Katalyst documented the behind-the-scenes process of content creation and the need for high speed processors to make it all come together.
All IdeaJams were streamed live, giving enthusiasts a chance to watch and interact in real time. Social conversations were sparked through Twitter, Facebook and blogs. IdeaJam content was cut into videos and posted on the IdeaJam YouTube Channel with media placements across the Google online, mobile and Google TV ads, driving viewers to watch.
IdeaJam exceeded Intel's expectations in awareness, relevance, preference and opinion against Intel's target consumer. These saw a 5% or greater lift above Intel's goal (5% is Intel's marker of success).
Unaided Brand Awareness: +24 points
Brand Relevance: +10 points
Category Relevance: +14 points
Overall Opinion: +19 points
Brand Preference: +21 points
Ashton Kutcher over-delivered activating his social community (8.5 Million Twitter followers/10.9 Million Facebook Fans) by engaging 29 times.
Digital - paid media 819 million+ impressions. Total video views on IdeaJam YouTube channel almost 2 million. TV - 64 million+ impressions. Mobile - On average, mobile banners CTR's were double Google benchmarks. Social - 27 million+ active impressions. The UStream (live streaming video content site) airing garnered enough viewers to fill Madison Square Garden in three hours.
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