Intel Winter X Games 2016 by OMD New York for Intel

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Intel Winter X Games 2016

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Industry Computers & Computer Accessories
Media Case study
Market United States
Agency OMD New York
Creative Director Katie Mccarthy
Production Optimum Sports
Released March 2016

Awards

Cannes Lions 2016
Media Digital & Social: Use of New Technology Bronze Lion

Credits & Description

Agency: Omd
Brand: Intel
Country: USA
Advertising Agency: Omd, New York
Entrant Company: Omd, New York
Media Agency: Omd, New York
Pr Agency: Omd, New York
Production Company: Omd, New York
Additional Company: Optimum Sports, Chicago
Business & Product Development: Marco Della Torre (Intel)
Global Digital Strategist: Zachary Riggar (Intel)
Supervisor: Alicia Carroll (Resolution Media)
Associate Director: Brittani Hunter (Resolution Media)
Managing Director: Dale Song (Optimum Sports)
Senior Account Executive: Shannon Ford (Optimum Sports)
Associate Director: Lauren Mccracken (Omd)
Us Media: Ashley Cole (Intel)
Creative Director: Katie Mccarthy (Agency Inside)
Research Scientist: Stephanie Moyerman (Intel)
Chief Marketing Officer: Steven Fund (Intel)
Public Relations Manager: Krystal Temple (Intel)
Associate Director: Jack Jenkins (Optimum Sports)
Group Director Of Investment: Jackie Bleazey (Optimum Sports)
North America Consumer Campaigns: Katie Lee (Intel)
Events & Brand Experiences: Matt Kauffman (Intel)
Brand Experiences Manager: Scott Lopker (Intel)
Vp – New Devices Group: Steven Holmes (Intel)
Intel Agency Inside: Adam Anderson (Intel)
Strategist: Ilana Rosin (Resolution Media)
Group Director: Israel Mirsky (Omd)
President: Tom Mcgovern (Optimum Sports)
Strategy:
We worked with Intel to target the X Games as an ideal partner for this execution because it delivered on its target audience of millennials and also offered a unique way to integrate its technology directly into the sport itself. This approach allowed for an integrated media strategy and plan that involved parties from the athletes, brand, agency, and broadcast team. Everyone worked together to ensure that the Curie technology could be implemented and showcase the athletic abilities of the X Games riders and bring insights to the fans, but most importantly, enhancing tricks athletes were already executing on the slopes. By involving all parties in each step, the process was seamless and the cohesive approach produced a successful campaign.
Execution:
The Curie chip was embedded on professional snowboarders’ boards during the Men’s Slopestyle and Big Air events and collected real-time data that was shared on the broadcast. The integration of data into the broadcast was dynamic and the real-time visualization was straight from the slope to the screen. This activation was unique compared to traditional X Games executions because Intel’s exposure far exceeded other official partners’ exposure and further brought to life a visualization of what the broadcasters were announcing. The performance data delivered in broadcast was accompanied by a fixed graphic that included “EXPERIENCE Intel” attribution and gave the audience information that was not previously available. Additionally, the brand shared content digitally and socially to extend reach beyond the broadcast and solidify the brand’s relationship both with the millennial target and the X Games.
Synopsis:
Intel wanted to shift brand perception from a company who produced computer chips to one whose technology could revolutionize sports. This meant bringing the brand from the “inside” to the outside on the slopes of Aspen, CO where Intel could showcase its Curie technology in a visible, tangible, and experiential way forever changing the way athletes and fans experienced the X Games, thus enhancing overall experience.In addition to changing brand perception, we were challenged with delivering Intel with proper credit for the integration of its technology. While many innovations could happen behind the scenes, that would keep Intel “inside” and not revolutionize the brand and bring its technology to the forefront. Finding a way to integrate the brand and prominently feature both the technology and the story behind it was a challenge for this campaign.
Outcome:
One of the key goals of this campaign was to shift perception of the Intel brand from “inside” to a brand that is more visible, tangible, and experiential. People who viewed the X Games were over four times as likely to see Intel as an innovative brand. Additionally, in its first X Games partnership, Intel’s social channels influenced and engaged audiences similar to endemic, multi-year X Games partners like GoPro and Monster Energy. Finally, Intel’s activation achieved brand goals including placing the technology at the forefront of the partnership and delivering brand recognition and a genuine showcase of partnership between ESPN & Intel to showcase and improve existing takeaways from athletic performance.
Campaign Description:
The creative idea and insights largely utilized Intel technology and data from the Curie module. The Curie chip is the size of a shirt button, but don’t let its size fool you. It is tiny, but powerful and can be attached to sports apparel and products of all types – in this case, snowboards at the X Games in Aspen. Working in partnership with Intel brand leads, Intel engineers, X Games athletes, and ESPN, we negotiated and activated a partnership that delivered real-time data to the broadcast audience showcasing rotation, speed, distance, and height throughout each athletes’ run. The stats were shown on screen during the broadcast and updated live as the riders competed. The creative showcased Intel technology, the athletic prowess of the X Games athletes, and provided unique insights to the consumers that had never been seen before.