Advanced Micro Devices Promo, Case study AMD STEALS INTEL’S SPOTLIGHT by Edelman New York

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Industry IT & Electronical Components
Media Promo & PR, Case study
Market United States
Agency Edelman New York
Account Supervisor Andy Lutzky
Released September 2011

Credits & Description

Category: Technology and Manufacturing
Senior Manager/Public Relations: Chris Hook (Advanced Micro Devices)
Vice President: Greg Wood (Edelman)
Senior Account Supervisor: Jenna Kozel (Edelman)
Account Supervisor: Andy Lutzky (Edelman)
Senior Account Executive: Paul Harrer (Edelman)
Assistant Account Executive: Lisa Tran (Edelman)
Assistant Account Executive: Andrea Teggart (Edelman)
Media placement: Social Media - Blog Post - - 14 September 2011
Media placement: Social Media - YouTube Video - Engadget, ZDNet, Maximum PC, TechCrunch, Etc - 14 September 2011
Media placement: Social Media - Tweet - - 14 September 2011
Media placement: Broadcast - FOX Business News - 14 September 2011
Media placement: Consumer PR - Forbes, Time, PC Magazine, TechEye, Etc - 14-15 September 2011

Summary of the Campaign
At just 1/10 the size, Advanced Micro Devices is the perennial 'David' to Intel’s 'Goliath'. With Intel’s Developer Forum (IDF) just 1 month away, AMD needed to grab the attention of key audiences and restore excitement around a soon-to-launch flagship processor, AMD FX.

We developed a campaign to steal the online conversation at the competitor’s marquee annual show, energise the narrative around AMD FX and leverage the influential technology gathering to dominate media headlines and drive commercial interest.

The strategy was two-fold: earn credibility by demonstrating record frequency capabilities and setting a Guinness World Record while turning the news into a high volume 'tidal wave' to combat Intel’s inevitable, industry-shaking announcements.

The campaign resulted in a digital onslaught (26m social media impressions) in the hours before, during, and after Intel’s CEO keynote, which generated an unprecedented 81m total media impressions. On announcement day, 5 OEMs contacted AMD to place large orders for the processor.

Influential analyst Rob Enderle said: “If you’d called me last week and told me what you were planning for IDF this week, about the Guinness record, what your strategy was, how you’d planned to dominate the IDF news and social media cycles I’d have told you it couldn’t be done.”

The Situation
Leading up to IDF, Intel rode a wave of anticipation over a series of potentially industry-shaking announcements. Despite resource limitations and steep communications challenges, AMD saw an opportunity to seize the minds of the captive PC industry, and set up a war room directly across the street from Intel to meet with press and showcase their latest and greatest. Though AMD FX delivered only half the performance of the top Intel CPUs, AMD had a silver bullet: a Guinness World Record for 'Highest Frequency of a Computer Processor', achieved only days earlier.

The Goal
• Steal the industry conversation and reposition AMD as a key player in the processor space at Intel’s $15m trade show, IDF 2011, with very limited budget.
• Bring luster back to the AMD FX, which was fading in the eyes of OEMs, analysts and industry enthusiasts due to high expectations and mid-level application performance.
• Leverage the industry gathering of global media, industry analysts and social media to dominate the IDF news and social media cycles, grab headlines and lead the narrative.
• Drive commercial interest in AMD’s next generation CPU core among OEMs, tech influencers and consumers.

The Strategy
The strategy was two-fold: earn credibility by demonstrating the frequency capabilities of the product verified by a third-party and surprise the industry by turning the news into a tidal wave for AMD to ride throughout IDF week, to combat Intel’s announcements. Following a month of devising top-level messaging to unite AMD’s various demos and technology groups, Edelman coordinated — on a global, multi-agency scale — a month of worldwide press pitching, spanning tech and consumer media and the globe’s top industry analysts.

We developed a strategy of broadcasting the world record news, including a news and enthusiast community driven social media onslaught timed for release against Intel’s CEO keynote, and a presentation from Guinness World Records (GWR) at AMD’s evening Technology Showcase (a press, customer and social media engagement event) and broadcast interviews that included FOX Business News.

With just 1 month to go before IDF, the team pulled every stop to successfully coordinate the record, analyst, press and social execution. The team:
• Engaged the overclocking community to help achieve the GWR with the AMD FX CPU.
• Worked with the GWR’s scientific advisory board to develop a methodology for certifying overclocking records.
• Submitted the new category 'Highest Frequency of a Computer Processor' and the record to GWR.
• Secured over 100 press and analyst meetings.
• Announced the record on the opening morning of IDF just before Intel CEO Paul Otellini’s keynote, and issued a press release, blog post and a YouTube video showcasing the achievement.
• Rolled out a morning barrage of online social engagement encouraging AMD advocates to tweet about the record with hashtags #AMD and #IDF2011 and ‘CC’ @Intel. Organised AMD advocates, including the social-savvy overclocking community, AMD employees, partners, tech influencers and press.

Documented Results
Business impact:
• After the announcement, five OEMs contacted AMD to order the chip;
• AMD’s stock traded a full point higher, representing a major spike for the quarter, or $50m in market cap.

Brand impact:
o Over 81m media impressions and 26 million social media impressions resulting in:
• 15,000+ AMD related tweets;
• Approximately 16 tweets per minute during Intel’s CEO Keynote appearing on screens throughout IDF, and on the IDF website;
• Mentioned in 54% of the #IDF2011 Twitter conversation on day one;
• AMD’s YouTube video was featured on FOX Business News and surpassed 500,000 views, driving 20,000+ blog views.

Press impact:
• Brian Caulfield of Forbes called AMD’s bold IDF campaign ‘dramatic’.
• Matt Peckham of Time called it ‘daring’.
• Mark Hachman of PC Magazine called it ‘astounding’
• Matthew Finnegan from TechEye called it "a marketing coup".