Intel Promo, Case study QQ RANCH by OMD Shanghai

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Industry IT & Electronical Components
Media Promo & PR, Case study
Market China
Agency OMD Shanghai
Released September 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: INTEL
Date of First Appearance: Sep 20 2010
Entrant Company: OMD CHINA, Beijing, CHINA
Business Director: Cynthia zhang (OMD)
Digital Director: Rose Du (OMD)
Associate Digital Director: Eric hu (OMD)
Strategy Director: Saurav Bhowmik (OMD)
Managing Director: Arlene Ang (OMD)
Media placement: Internet - QQ Ranch - 10th Sep 2010

Insights, Strategy & the Idea
• We wanted to demonstrate the new Intel Core family processors benefit of smarter and faster computing while connecting with Everyday Generalists in an environment they are familiar with.
• The target audience was Everyday Generalists - They are primarily youth and young adults, 18-34 years old.
• Everyday Generalists are heavy internet users, they love to spend a significant amount of time online watching videos, catching up with friends on social media sites and actively participate in social games like the ones on QQ Ranch. They enjoy being in the social environments and pitching their social gaming skills against friends
• We crafted the idea based on a simple insight – “Every Gamer wants to do better than their peers and earn more points , showcase their individuality and attain ‘bragging rights’ by being the first to use enhanced features before their peers”.

Creative Execution
• We selected the immensely popular QQ Ranch which was situated at the convergence of Games and Social Platform. The QQ Ranch reaches a young-adult audience through targeted, real-time delivery of in-game ads and enables marketers to reach and engage with millions of gamers every day
• QQ Ranch is similar to Farmville on Facebook. The game mechanics were simple, players go about doing your ‘chores’ in the farm. If they are good at it, they go to the next level. Intel Smart Scene and Smart Cropper is available in the higher level games. If players select this scene, you can go about your ‘chores’ faster and smarter.
• The execution mechanics had a three prong approach where the users could get an Intel propelled scene by accumulation of points, use it in their farm and show case it to friends.

Results and Effectiveness
With only an investment of $300,000 , a whopping 50 million constituting 50% of users participated in the game.
One of the key interaction metric was the number of times did the players interacted with the Intel robot, which came to huge 81 Million indicating that the “Smart cropper” had become an integral part of the players ammunition.
Our Final KPI of driving traffic to Intel microsite through a strategically positioned text link was drove 1 million visitors to the microsite
Brand KPIs of message delivery had high uptake 22% uplift in awareness of the Intel Brand.