THE CREATORS PROJECT by VICE MEDIA Brooklyn for Intel

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THE CREATORS PROJECT

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Industry IT & Electronical Components
Media Promo & PR, Case study
Market United States
Agency VICE MEDIA Brooklyn
Released May 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: INTEL
Product/Service: INTEL
Agency: VICE
Date of First Appearance: May 17 2010
Entrant Company: VICE , Brooklyn, USA
Entry URL: http://www.thecreatorsproject.com/
Media placement: Website - Online - 17 May 2010
Media placement: Video Content - Online - 17 May 2010
Media placement: Editorial Blog - Online - 17 May 2010
Media placement: Event Series - Experiential - 26 June 2010
Media placement: Print - Vice Magazine - 1 June 2010
Media placement: TV - 3 Episodes - Travel China - 16 November 2010
Media placement: Pre-Roll - 4 Executions - Vice And Third Parties (MSNBC, Ren Ren, Naver, Les Inrocks - 17 May 2010
Media placement: Flash Banners - Vice And Third Parties (MSNBC, Ren Ren, Naver, Les Inrocks - 17 May 2010
Media placement: Editorial Syndication - E.G. MSN (BR), AOL (US), Youku (PRC), - 2010

Insights, Strategy & the Idea
Target: Global youth sharing an insatiable enthusiasm for art and technology, including artists, tastemakers and trendsetters

Objectives:
1. Increase Intel brand relevance among young people globally by engaging them through creativity enabled by technology.

2. Create an emotional bond between Intel and youth in the most authentic ways possible — through passion points they care about.

3. As an ingredient brand, hidden from sight, The Creators Project must bring Intel to the fore

And so, The Creators Project was born — a global culture and technology initiative showcasing artists, musicians, and filmmakers using technology to push the bounds of creative expression.

The Creators Project is a manifestation of Intel’s marketing platform and definitions of brand experiences:

- Being in the consumer flow
- Technology fading into the background
- Emotionalizing the Intel brand

Creative Execution
On one hand, it’s a modern day media channel continually identifying and celebrating the work of visionary artists wherever they are. On the other hand, it’s a content creation studio, an ongoing arts initiative of sorts that facilitates the production and dissemination of new work, as well as collaborations between artists from a variety of creative fields.

The website includes in-depth editorial – a combination of profiles and documentaries, a daily blog, and event coverage.


The distribution of the content takes place at www.thecreatorsproject.com, via a variety of other media including print, television, mobile, and, through a global event series that debuted various cultural centres around the world in 2010. The series began in New York with a collection of original artworks, films, panel and live performances. The series then moved to London, Sao Paulo, and Seoul, and culminated in Beijing with a 3-day exposition in September.

Results and Effectiveness
To date, the site has attracted 14 million unique visitors and its video content has been viewed 57 million times.

Globally, our social-media infused events attracted 30,000 attendees and triggered press coverage by more than 1,500 international, online news sources.

For the United States, United Kingdom and Brazil events alone, 100,000 users registered to attend. And the New York launch event generated the website’s highest traffic days to date, showing the growth of the platform over time.

In just one year, Intel had significant increases in brand relevance, awareness and opinion amongst global youth exposed to The Creators Project.